Mad King is an independent craft beer for the curious and open-minded. The brand universe is fun and fantastical inspired by a made-up Belgian myth of the Mad King and his daughters, Kolga and Dufa—the characters behind the brand’s launch flavours.

Tasked with developing a tone of voice for this world, we created a light-hearted, witty language for an audience that appreciates a fine joke. The brand’s social voice translated into something playful, bringing humour, personality, and cultural relevance to life across the brand’s Instagram channel.