Forged Irish Stout

Branding

Brand World Creation

Can Design

Packaging Design

Exhibition Design

Photography

Forged Irish Stout is one of Conor McGregor’s many business ventures, and has been served to a very satisfied audience in The Black Forge pub for several years. In an effort to establish the product as a contender brand in the market, we designed a bold new logo that combines masculine colours and elements to make a strong statement to consumers and competitors alike.

Forged Irish Stout is a brand that aims to be taken seriously, and it is determined to dethrone the leading stout competitors. That’s the sentiment we were asked to embody, and this new logo does exactly that.

A new and original design, the logo takes inspiration from the title of The Black Forge Pub. Dublin was founded by Vikings, a people known for harnessing the heat of the forge, and for their mastery of metalwork. The Forged Irish Stout logo features a blacksmith working a forge, crafting something new and impressive – much like Forged Irish Stout.

The masculine colour scheme is inspired by a pint of stout – black, gold, and cream. The typography is like a good jawline – strong, angular, and well-defined. It has an edge of Irish tradition to it, while remaining bold, modern, and future-focused.

The swords in the logo are a tribute to the McGregor family crest, a subtle nod to the founder – while also evoking the sense of something crafted, forged, and hardened.

The overall execution – the forge, the blacksmith, the swords, the contrasting colours – is designed to generate impact and make a bold statement across all packaging, consumer touch-points, and activations.

Can Design

Fully matte for tactile effect. Printed primarily in black, including the top and the pull-tab, the visual is immediately recognisable as a can of stout. On the front of the can, the brand logo sits proudly with plenty of negative space, for maximum impact. The logo features a working blacksmith, resembling skill and strength, and also a nod to The Black Forge Inn – Conor McGregor’s famous Irish Bar. The eye is drawn naturally towards the base, where three swords feature prominently, to reinforce the Forged title and as a reference to the McGregor Family Crest. Two bands run around the base of the can, with off-centre text that encourages you to rotate the can to the rear.

The rear of the can features the word NITRO in horizontal block lettering, with an additional sword thrust downwards through it. This sword, a representation of the historical Claymore Sword, features Ogham text that reads 'McGregor'. The word NITRO is designed to feel like a lens, giving a glimpse at the surging liquid inside the can, the potential that's about to be unleashed. Finally, to reinforce the heritage of the brand, the can features the words 'Forged in Dublin' and the world-renowned Celtic Braid in subtle but noticeable locations. Finally, the mandatory government additions are neatly arranged to minimise their impact on the overall aesthetic. Three additional Claymore Swords are arranged behind it, subtly tinted with the Irish tricolours.

Packaging Design

The 4 pack is a black cube with a small logo on the top. The prime real estate is the sides of the box. Two of the sides have big, bold branding – FRGD DUBLIN IRELAND – which can't be missed. The other two sides feature photographs of the cans, chilled and complete with condensation. Finally, the barcode and mandatory government additions are on the base of the box, present but out of sight.