Description:

Between 2014 and 2018, the gin brand now known as Scapegrace was named Rogue Society, building a cult following before international trademarking issues necessitated a name change. However, in the last five years, the Scapegrace Distilling Company has been bombarded by consumers and bartenders asking when they’re bringing back Rogue Society, a brand that held a special place in the people’s hearts.

The decision was made to bring the offbeat, rule-breaking Rogue Society brand back, as a New Zealand-only offering. While Scapegrace operates in the cluttered but relatively super premium market, Rogue Society had the opportunity to enter the premium space — 42% of the market, and almost entirely international brands.

Having created the original Rogue Society brand ten years ago, we needed to bring back the anti-establishment attitude and personality it was loved for, while giving it a refreshed aesthetic. The previous branding was bold in use of its composition, aesthetic and messaging and we wanted to echo in the new packaging and design communication.

While originally seeking global recognition, the new Rogue Society was intended to enter an internationally-dominated segment at a more affordable price point, so for the brand’s reincarnation, it was important not to underplay its New Zealand provenance.

A new Rogue Society crest was created to elevate the premiumness and draw more attention to its New Zealand origins. The traditional, prestige connotations of a crest were subverted however: by cropping, distressing and otherwise mistreating it throughout the visual materials, we made it clear that this was no old or stuffy brand.

The previous brand’s strikethroughs and scribbles were a widely loved and recognised part of the Rogue Society identity, so we introduced hand drawn elements to mimic this. We also introduced a torn paper aesthetic, warped type and the use of spray paint to play into the brand’s rebellious personality

Since the relaunch of Rogue Society Liquor, the brand has been selected to be ranged in Air New Zealand economy and premium economy alongside the parent Scapegrace brand. Rogue Society wasn’t even part of the pitch for this — Air New Zealand’s buyers wanted it.

The new brand also strikes a blow for New Zealand business, coming back with a vengeance to disrupt the premium part of the spirits market which is dominated by mass produced international brands

Rogue Society has helped shake up the New Zealand spirits market and, since launch, sales have exceeded the client’s expectations with solid incremental growth — and in the hands of New Zealand’s top bartenders, it provides a local option at an affordable price point.