DEGEN was born in the world of Web3, but its ambitions went well beyond the digital space. This was a spirits brand with attitude, a loyal community and absolutely no intention of blending in.

My job was to help bring that personality to life visually, creating a bold, distinctive identity that could work across multiple sectors. From Web3 and digital communities to drinks, music, events and lifestyle, the brand needed to feel equally at home on a bottle, across social media or at a major launch event.

I developed the visual identity across everything from brand guidelines and campaign imagery to social content, merchandise, packaging and event materials. The approach was deliberately unconventional, with a rebellious energy that helped DEGEN stand apart from the more traditional spirits brands.

And things got interesting. DEGEN went on to work with some seriously big names, including BrewDog and Google. Its relationship with BrewDog opened the door to production, distribution and international markets, while the launch of 721 Vodka at Goodwood helped take the brand from the digital world into the real one. The first bottle release sold out in just 24 hours.

For me, this was about creating a brand with enough personality to move between completely different worlds without losing its identity. From pixels to packaging, it all needed to feel unmistakably DEGEN.