Ragged Edge partnered with East London Liquor Co. to create a bold rebrand rooted in the brand’s fighting spirit. The new identity stripped away craft clichés, introducing outspoken messaging, a custom typeface, and striking packaging that helped the brand expand into retail and RTDs. The result positioned ELLC as a defiant, authentic voice in the crowded spirits market.
A bespoke all-caps grotesque display typeface was created for East London Liquor Co. in collaboration with Ragged Edge. Inspired by the brewery’s surroundings and London’s typographic heritage, the typeface blends pragmatic structure with playful, graffiti-influenced alternates to capture the brand’s rebellious spirit.
Ragged Edge rebranded East London Liquor Co. with a bold, straightforward identity that rejects the pretentiousness often found in craft spirits. The design features a custom sans-serif typeface created with NaN, incorporating found letterforms inspired by local graffiti and ephemera. Each bottle design reflects its spirit’s character and the brand’s East London roots.