Circus case study: from unknown to unmissable
How do you turn an unknown microbrewery into a spectacular brand that everyone notices? That was the challenge facing Circus Brouwerij. It was known for its distinctive, flavourful beers, but its packaging failed to steal the show. BrandQs acted as creative ringmaster, bringing the true circus spirit to life in the brand design. From striking packaging to an entirely new brand experience — discover how we transformed Circus into a flavourful spectacle consumers cannot resist.
The challenge: bringing an unknown microbrewery into the spotlight
Circus Brouwerij had long been a relatively unknown microbrewery before it was acquired by Brouwerij De Brabandere. Despite that step, a brand transformation was clearly needed to position Circus as an attractive brand for a broader audience. BrandQs was approached to guide the transformation, with a brief to bring the authentic “Circus spirit” to life, refine its brand assets and create a distinctive visual identity.
The BrandQs solution: a complete visual and creative journey
Step 1: packaging worthy of the spectacular beers
Circus Brouwerij had always brewed beers so spectacular they had to be seen to be believed. Unfortunately, the existing packaging design did not meet the high expectations the brand wanted to convey. The challenge was to design packaging as lively and eclectic as the beer characters themselves. BrandQs took responsibility for developing new packaging and label design.
We designed a brand platform reflecting the unique blend of hops, grain and spices in each beer. Each beer received its own circus mascot, representing its personality and energy:
The Juggler for the playful, well-balanced Session IPA with its distinctive hoppy balance.
The Tiger Tamer for the refreshing, invigorating Saison.
The Ringmaster for the powerful, spicy Herb Tripel.
Thanks to the creativity of the Quatremains design team, each label was ultimately designed as an exclusive ticket to a circus performance, inviting every consumer to a front-row experience. This approach brought the circus spirit to life and created a distinctive, nostalgic experience for consumers.
Step 2: creative brand development and visual assets
Alongside the packaging design, BrandQs created a range of point-of-sale materials that translated the Circus story to the shop floor. These included promotional displays and other visual materials that strengthened the branding and improved visibility. The idea was to immerse consumers in the circus world through elements that were playful and visually appealing.
Step 3: an intimate launch event
Although small in scale, the launch event offered the perfect opportunity to introduce the renewed Circus brand to a select group of press and invited guests. It showcased the new brand story and the creative strategy behind the positioning, highlighting the artistic and craft qualities of the beers. This created targeted brand awareness and set the tone for further marketing activity.
Results: a new visual identity and growth for Circus
Through BrandQs' strategic and creative brand development, Circus Brouwerij made significant progress in both brand awareness and sales.
Striking packaging and label design: The new visual identity, co-developed by BrandQs, helped Circus stand out from other beers on the shelf. The distinctive circus mascots and ticket-shaped labels immediately captured consumers' imaginations.
Stronger brand recognition: The refreshed brand assets and point-of-sale materials strengthened recognition of the brand and its portfolio in shops and craft beer outlets.
Targeted brand awareness through the launch event: Despite its small scale, the event made a significant impact. The brand attracted the attention of key stakeholders, leading to a successful introduction of the new branding.
Market share growth for Brouwerij De Brabandere, particularly in the French market and specialist outlets.
Conclusion: a brand that brings the circus spirit back to life
BrandQs rediscovered the brewery's authentic “Circus spirit” and created a visual identity that was playful and striking. The brand became an attraction in its own right, with packaging and branding that gave consumers a front-row experience. Circus Brouwerij is now a favourite among beer enthusiasts and a brand that stands out through its distinctive story and creative execution.