Witch Craft
Luring Customers with the Magic of Bold Brews and Bubbly Branding
Disciplines
Branding, Packaging, Advertising, Social Media
Tools
Adobe Illustrator, Adobe Photoshop
Objective
Witch Craft is a craft brewery based in Goderich, Ontario, with a focus on inclusive community-building and creating unique brews using locally sourced ingredients. Launching with three bold flavours, the women-owned brand needed a jovial and distinct identity and packaging to stand out in a crowded market. To promote their new beers, they also wanted two social media advertisements along with print variations.
Process
Halloween-inspired imagery was used to reflect the brand name, create a playful look, and open opportunities for strong seasonal marketing each autumn. I chose a palette with purple, blue, and indigo colours to establish a magical twilight mood. Paired with the green witch mascot and glass bottles, the colours create a spooky and unique look that stands out on shelves. The illustration style, mascot design, and typography were all chosen to feel endearing, friendly, and tailored to their young adult female audience.
I took on this project in early 2025, when Canadian consumers were increasingly supporting local brands amid tense relations between Canada and the United States. I took advantage of this moment in my first ad concept by promoting the brand’s Ontario roots.
The second ad concept uses the tagline, Good Beer for Bad Witches, to create a cheeky sense of belonging with the audience, embodying the carefree and feminine spirit established in the brand identity. The print composition is loosely inspired by Michelangelo’s The Creation of Adam, creating a striking image. The Instagram variant spans over two carousel frames that I cropped carefully to encourage people to stop and scroll through. At first glance, it doesn’t come across as an ad, just an eye-catching action shot, increasing the likelihood of engagement.
