Freedom Brewery has been around since 1995. They’ve always produced fantastic beer but their brand story has been inconsistent. To help them cut-through in a competitive market, we needed a premium brand that reflected the quality of the product.

The category is predominantly based on ‘laddy’ culture, so we subverted the trend by creating a campaign with intelligence, targeting more discerning drinkers.

We created artwork people would value and display in their own right. Using the artwork as a gift allowed us to start positive conversations with publicans to get free publicity for our launch but we also showcased the creative in press, to expand our reach into non-pub and bar spaces.

Teaming up with artist Thomas Danthony, to create a series of visuals bringing to life the feeling of Freedom in a subtle, witty way. The executions are simple and sophisticated, reflecting the new brand look, tone and behavior.