Guinness

Guinness Draught in Ireland had come up with a new widget in their can which dramatically improved the taste and experience of their product. So the brief was to design a new can and Billboard campaign to better reflect the new and improved drink.
The result was one of the most dramatic changes in design since the Guinness Draught can was launched in 1988. The redesigned cans convey a flowing form that visually suggests the 'surge' of the drink from the glass when it is consumed.
The new can design, incorporating a soft vignette, a flowing wave in the logo and the black top along with a new fridge pack dispenser were unbelievably successful in increasing sales of a product that was struggling in its home market.
The relaunch was supported by a nationwide advertising campaign using imagery to capture the stages of the Guinness can experience; the crack, the pour, the surge and the settle.
The can design went on to set the new benchmark for Guinness Global.

"Josh, Thank you for all your help with the relaunch of the new Guinness can in Ireland. Be proud of it! Great Job"
Ruairi Twomey - Guinness Ireland