Degen Distillery was born in Web3. A rebellious founding team with big ambitions, they set out to disrupt the spirits industry by blending decentralised culture with premium distilling.
Limited budgets, early traction and a brand that had to do the heavy lifting from day one were their main challenges.
We were brought in to land funding, secure partnerships and earn and drive awareness in the mainstream. And it did work.
Degen raised above target, partnered with BrewDog and Google, and quickly built a reputation in the space. With momentum building, the next phase began. From proof of concept to cultural force.
DELIVERABLES
Strategy - Positioning - Investment Deck -Verbal/Visual identities - Digital rollout - Campaigns - GTM Plan
SECTOR
PREMIUM SPIRITS/FMCG
RESULTS
£25m Investment Secured - Brewdog/Google Partnership
BE NOTICED
PUT THE MONKEY IN THEIR HEAD
The category plays it safe. Degen didn’t.
Instead of leaning into heritage and polished narratives, they wanted something different. They wanted to be rebellious, raw, fearless, anti-everything gone before.
A brand built for the outsiders, the misfits and the culture-makers.
So we gave it a line to live by.
Be Your Own God.
A rallying cry for individual power and collective rebellion.
Not just a message, but a mindset.
Provocative. Empowering. Impossible to ignore.
BE REMEMBERED
BUILD A WORLD THEY CAN'T FORGET
Be Your Own God became the foundation.
Not just a line but a swagger.
Reflected in the way the brand speaks, acts, and enters a room. The tone mixed punk attitude with humour and irreverence. Abrasive enough to challenge, yet playful enough to pull people in.
The identity followed suit with bold, expressive comms that oozed anti-establishment and attitude. Together, it became more than a brand. It became a movement. A community built around a shared mindset.
One they wanted to belong to.
"It's the most in-depth process I have so far been involved in across multiple other businesses. The level of detail, questioning and attention at speed, resulted in a brand/comms output that way surpassed any of our expectations. We now have the tools to blow the market up."
SAMMY VARGHESE, FOUNDER DEGEN DISTILLERY
BE REPEATABLE, REPEATABLE AND REPEATABLE.
CAMPAIGNS. CONTENT. SYSTEMS.
The platform was set. Now it had to move.
Campaigns hit across digital and culture; building momentum, growing the community and driving engagement. The brand language did the heavy lifting, creating content, events and collabs that all fed into the same idea of Be Your Own God.
And it travelled fluidly between each audience, from Web3, to the real world of nightlife, music and culture.
Same energy. Different spaces.
Creating a brand built to grow with its audience.
RESULTS THAT SPEAK FOR THEMSELVES.
Funding raised well above target.
Partnerships secured with BrewDog and Google.
National rollout achieved.
Rapid growth across Web3 and mainstream audiences.
Proof that a brand born in Web3 can break out of the bubble and build cultural momentum far beyond it.