The Circus Brewery has brewed beers so spectacular; they have 'to been seen to be believed'. Maybe a little too enthusiastic possibly, and yet this was the wonderful show our client wished to bring to the Belgian beer market, with unfortunately their packaging design not quite living up to the hype.

Juggling the perfect blend of hop, grain and spices, this eclectic bunch of exceptional beer characters required a brand design platform worthy of their outstanding talents. To evoke the true spirit of the circus tradition we looked to transform the brand experience and immerse the consumer into a beautifully nostalgic and exciting world of the circus performance and all that surrounds it.

Each beer character is personified by its own circus mascot whose personality and dynamic reflect the nature of the beer itself. A fun loving, Juggling Clown for the unique hoppy balance of the Session IPA. A vibrant, uplifting Tiger Tamer for the refreshing Saison, and an intense Ringmaster for the punchy Herb Triple. Each beer label comes in the form of an exclusive circus admittance ticket, admitting each consumer to a front row experience.

Seeing how the Circus beer family also carries the same name as the brewery, we also developed a tailor-made branding, whose symbol merges playfully the circus tent with a brewery still.

Come one, come all, the show is about to begin!