Du Cane X Junction Arts Festival

One of the downfalls of being a digital marketer is that I rarely get to hold my work in my hands, so it’s pretty special when I do have the opportunity.

Collaborating with Du Cane on a Spring Sour was one of the first campaign ideas I had when developing the Junction Arts Festival Strategy for 2023. From the strategy:

“Work with Du Cane to produce a Junction branded Spring Sour. This highlights the key marketing theme of spring and meets Junction’s community collaboration values. This sour would be the signature drink of the festival, first revealed at the festival launch, and sold during the festival in branded cans.”

As the concept developed, it became clear that this was a great opportunity, and a fantastic way to celebrate the Festival’s move to the Spring Equinox, and Junction’s ongoing relationship with Du Cane. When it came down to choosing the flavour, pomegranate stood out as the perfect option, paying homage to the myth of Persephone.

In the words of Rebecca Birrel, Junction Chair:

“Our Junction Arts Festival Pomegranate Sour collaboration with Du Cane Brewing honours the Vernal Equinox and the themes of rebirth, joy, growth and regeneration with the myth of Persephone as she returns from the Underworld. Having eaten 4 pomegranate seeds she must return to Hades every year, as the Queen of the Underworld, while her grieving mother makes the land barren.

The myth of the Abduction of Persephone by Hades explained the seasons. Spring and Summer signified the six months when Persephone returned from the Underworld, and her mother Demeter made the earth bloom and grow bountiful after her absence. When Persephone left the company of the gods and returned to the Underworld, Demeter’s loss was expressed in the barrenness of autumn and winter.

A collaborative concoction for an iconic festival. It’s tart, refreshing and spritzy with a distinctive pomegranate hue. It’s party time!”

The can itself is pretty special as well, with the incredible 2023 Festival branding by Walker Designs, and the addition of the illustration of Junction’s home and central point, the Prince’s Square fountain, developed by the Launnie place brand team.

Getting to hold the can and have that first taste is one of my favourite moments from 2023, one of those moments that make you realise all the hard work is worth it for the opportunity to work on such a cool project.

Here’s to community collaborations, and celebrating Launnie’s uncanny ability to produce a bloody great beverage.