REDD’S HARD ALE – ‘SOMETHING WICKED, THIS WAY COMES’, CAMPAIGN.

Our internal design team embraced the darker side for this fun, self-initiated campaign, pushing the concept into something bold, mischievous and deliberately theatrical.

Inspired by Ray Bradbury’s Something Wicked This Way Comes, we explored a spooky yet seductive visual direction for Redd’s Wicked Ale, creating a fresh interpretation of the brand with a strong sense of character and atmosphere.

Redd’s already had a distinctive advertising presence, so the aim wasn’t to reinvent the product, but to explore how its identity could be pushed in a new creative direction.

The result was a mysterious, highly adaptable campaign concept that could work across a wide range of marketing materials, from posters and promotional graphics to bar and hospitality environments.

Creative Director: Peter Sinclair
Company: Redd’s Brewing Company
Project: Self-initiated concept campaign