The Brief
Wickwar Wessex Pub Company approached us to help launch a new beer called ‘Bankers Draft’, brewed as a playful yet timely response to the prevailing economic climate. The goal was to create a topical product that resonated with current events, capturing public sentiment with a touch of wit and character. ‘Bankers Draft’ needed to stand out in a crowded market, offering Wickwar’s sales team a powerful talking point—something that could break the ice and open doors with both new and existing trade customers.
Beyond the product launch, the campaign also had a broader ambition: to strengthen Wickwar’s position as a premium brewer with deep roots and a legacy of craftsmanship. It was essential that the messaging and design conveyed the brewery’s long-standing heritage, attention to quality, and the esteem in which its award-winning beers are held across the South West.
Design Approach
With a limited budget, we knew the launch of Banker$ Draft needed to be unmissable. To achieve this, we developed a bold and rebellious brand identity built on a positioning called Counter-Culture — a clever play on words that tapped into both the anti-establishment spirit of cultural rebellion and the traditional pub counter where conversations, opinions and pints are shared. It was from this provocative platform that Banker$ Draft was launched.
The tone was unapologetically mischievous, satirical, and subversive. The branding was raw, witty and slightly punk, proudly disrupting the often sterile world of beer marketing. It was supported by a manifesto-style mindset: Wickwar would speak truth to power, champion the everyday drinker and serve up flavour and personality in equal measure.
The creative centrepiece of the campaign was a chalk outline of a murdered banker staged outside the Bank of England, accompanied by the headline: “I could murder a Bankers.” This image became the defining visual—darkly funny, attention-grabbing and impossible to ignore.
From this foundation, we rolled out a cohesive campaign that included pump clips, posters, PR material and point-of-sale, all staying true to the Counter-Culture positioning. The final strap-line:
“Banker$ Draft – the UK’s first ‘credit crunch beer’”, brewed to lift spirits in tough times, sealed the concept with both humour and bite.
