Jack the Ripper, Sherlock Holmes, Agatha Christie, Alfred Hitchcock… Since Madame Tussaud’s waxwork displays of “Ye Celebrated Murderers” in the 19th century, Britain has had a peculiar fascination with murder. But how many times have you seen a brand activate around the subject, let alone a beer brand? Perhaps we as marketers are a bit too worried about being literal.

It might seem especially strange to encourage a brand to activate around murder in a year when death has been lurking all around us. But when we researched the topic with our audience, we found the opposite; murder mysteries are a glorious escape, a way to actually laugh in the face of death. It moves it back into the realm of fiction, something we can solve together over beers, just in time for dessert.

Premium, beautifully crafted design lives in every aspect of this set.

The illustrative style of the broader advertising campaign was put into every element of the piece. The Murder Mystery playing cards, vinyl gatefold sleeve and enclosing box all used illustrations selected to bring the piece to life.

Whilst the music accompanying the experience is online, we art directed its delivery in a way more in keeping with our brand. Tracks pressed into heavyweight vinyl as golden as Stella Artois.

The chalice etchings capture the era reflected in the illustrations. All 4 unique designs evoking a classic bar on a Continental riviera.

The engineering was also considered. The weight of the packaging adding a tangible sumptuousness for the recipient of this gift.

This was a complex piece to art direct. We hope the people that bought our set enjoyed its visual and tactile qualities as much as the game itself.