Guinness
Capturing the transformative magic of Guinness master brewers for new product development.
Guinness had often tried to broaden its portfolio of brands to capitalise on their expertise as master brewers. But with moderate success. The challenge was that the Guinness name was so associated with the famous stout that it was a barrier to credibility when marketing other products, such as lager or ale.
Challenge
The heritage of Guinness was both a help and a hindrance. We decided to explore what ‘Guinnessness’ actually was to create a new corporate mark and brand architecture which would redefine Guinness not just as brewers of stout but as Master Brewers.
Solution
The Guinness archives are a treasure trove of inspiration and it could be argued that Guinness is a defining symbol of Ireland. Our concept focussed on the famous harp symbol as a conduit for how they transform raw ingredients into ‘legendary’ beverages. This device was used in an endorsement style architecture to allow each product to have a unique brand identity independent of the Guinness brand design to give it credibility.
Outcome
Our corporate mark was adopted across the Guinness portfolio of products.
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This ‘transformative’ idea gave us a framework for expanding new product development.”
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