JKR redesigned the Guinness identity and product line. They were able to strip it down to the core elements while giving it modern and international appeal.
We started with the harp – it’s the one device that consumers globally recall in research and can draw from memory. We crafted it adding a sense of movement to the strings. We stripped the core identity back, and ensured it always reversed out of black. This done, we began to amplify the role of the harp across countermounts, cans and glassware. The net effect was a brand where simplicity and confidence created a more magnetic and contemporary personality for the brand.
It’s now one of our tightest examples of brand iconography, and the can is a great example of a brand which pulls rather than pushes.
— Andy Fennell, Chief Marketing Officer, Diageo