Made of more, once more

Historically, the world of beer quenched two audiences. First, the Mass Lager Crowd. Followers trust the one-dimensional taste experience represented by emblazoned heritage symbols. And then, Craft Beer Enthusiasts, excited by characterful storytelling and palate-challenging flavours.  

Defying definition is Guinness—full of substance but with smooth drinkability. But over time, in trying to fit in, despite being made of more, Guinness was pitched as far less. Gradually, the brand, dark, flat and monolithic, failed to live up to its legacy.  

Client

Guinness

Studio

London

Expertise

Brand & Creative Strategy, Brand Identity, Packaging Design, CGI, 3-Dimensional Design, Experience Design
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With a legendary brewing history, Guinness deserves a lionised presence. With its iconic harp harking back to 1759, and its brewery still standing proud in Dublin’s heart, for many, Guinness doesn’t simply belong to Ireland, it is Ireland.
  • Anna Hamil
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Devotion demands patience. It takes 119 seconds for the distinct three-part-pour: from first pull, to the settle and topping it off. This first sip is worth the wait. The remarkable malted barley recipe promises an inimitable stout in taste and style. Ultimately, Guinness competes in a league all its own.

Returning gravitas to Guinness meant building pride back into the brand, quite literally.

In collaboration with Gerry Barney, the artist responsible for the harp’s earlier version, a real harp was constructed to its original integrity.

More than a model for the revised icon, the harp’s physicality has an emotive power that celebrates the full-bodied liquid and layers of the Guinness story.

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Smooth curves capture the smoothness of the drink.

And manually resetting the type brings fresh, raw authenticity. Recast using a traditional printing press with inks mixed by hand delivers a tactile, imperfect and weighty type — the kind Arthur Guinness would have known when he brewed his very first batch. 

Finally, toasting the unique ruby reflections in a poured pint, the world of Guinness emerges from the dark, illuminated once more. 
  • Tim Vary
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In the making

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