Church End Brewery

Sideshow

Objectives

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.

Insight

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.

Solution

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.

Results

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.