Church End Brewery



Our friends at Church End Brewery wanted to brew a special edition dark bitter for the winter months, reminiscent of ales of old. They asked us to come up with a unique brand idea that would encapsulate this.


To create a truly authentic feel for this Victorian-throwback ale, standard bottling and packaging wouldn’t be enough. The brand position had to be represented in the ale, the bottles and the creative idea.


We positioned the bitter as ‘a dark ale for the dark winter nights’ and called it Sideshow, harking back to the behind-the-curtain areas of Victorian fairs. We created an intriguing gallery of period characters and commissioned a limited run of freaky bottles for the launch.


In addition to selling every drop of beer produced, the campaign picked up a silver award in the Creative Design category at the Prague International Advertising Festival (PIAF), as well as a bronze Epica Award in the Packaging Design category.