Over the years, the idea of a beer that was 'Made of More' had become distinctly 'Less'. With so much to uncover about this extraordinary brand, we set about telling the rich story of heritage & passion that makes Guinness the legend it is. In doing so we redefined the brand’s ethos, outlining what ‘Made of More’ means today.

To convey the values of a brewer absolutely dedicated to its craft, we set about establishing a stronger connection to its roots and we dug into the archives to find meaningful inspiration. Industrial details within the Guinness Storehouse Brewery and the neighbouring River Liffey were also points of interest that helped us bring Guinness’ rich Irish soul to life.

Guinness has always been a beacon, so we brought in colour, vibrancy and wit to celebrate the true spirit of the brand – 'A beacon of light in a dark world'.

To make the iconic Guinness harp brand sing again, we re-built it from scratch, bringing back the detail and craftsmanship that a beer so meticulously brewed and cared for deserves.

From the handcrafted identity through to packaging, bar visibility, and a new bar font, our designs put craftsmanship, heritage and vibrancy back into Guinness. Key visuals bring dynamism to the iconic pint and the brand itself, whilst in Indonesia and Malaysia our limited edition packs celebrate the beauty of local craftsmanship. Our re-design for Foreign Extra Stout, the highest selling Guinness product globally, reclaimed its identity in the quickly evolving world of beer.

The dynamic use of the Guinness identity and powerful new key assets are all set within a rich world of colour. The Liffey lines are just one of the highly distinctive assets that help to build unique new equities for Guinness, adding further depth to the brand.

The new stylish and premium global identity shines around the world, symbolic of the quality and expertise that goes into making Guinness. It's an identity that represents a brewer of distinction, fiercely proud of its craft.

With a contemporary take on the brand’s heritage, our brandworld presents a vibrant, visual feast of colour that allows freedom of expression. The portfolio redesign in the US has contributed to double-digit growth for the first time in years, whilst in Africa the harp became the centre of its most popular variant yet – Guinness Africa Special proudly celebrates Ghana’s anniversary of independence.

Guinness has been revived for a whole new generation. It's a result that helps Guinness stay connected with millennial's and remain relevant globally, whilst building the brand in local markets. In partnership with Guinness we’re continuing to bring this reinvigorated expression of the brand to life all over the world.