WPA Pinfold



Lawless lager brand identity


Purity Brewing Co.

Lagered beer with a hopload of attitude

Challenging the rules of branding

Lawless took its inspiration from the famous Bavarian lagers, that were pure brewed to the Reinheitsgebot Beer Purity Law – however, Purity’s maverick French brewer, Flo, added his own improvements to the German recipe – this English beer is dry hopped to give it a special flavour and aroma. It was imperative that Purity’s craft lager offering was bold and made a statement in order to stand out in this highly competitive sector.

We were involved at every stage of the NPD project from concepts, recommendations on style to proposition, naming, brand identity and brand attitude – and introducing a new can format. The quirky identity was developed to mirror the challenging nature of the beer itself. We also created a microsite that includes the Lawless ‘10 commandments’. The result is a unique positioning in this already crowded market – and consumer engagement has been fantastic.



The team were a delight to work with – insightful, humorous and have great industry and market knowledge. This is the first time at Purity that we have outsourced an NPD project and I am absolutely delighted with how it developed and, above all, the final result was spot on.”

Managing Director

Purity Brewing Co.