The Guinness Redesign Celebrates 250 Years of Beer Branding
Katherinev123 — September 25, 2009 — Marketing
References: jkr & thedieline
The best-selling beer of all time in Ireland, Guinness, is celebrating its 250th birthday with a renewed can design. The Guinness redesign is part of a complete global branding event that also includes parties and charity events.
Created by the design firm Jones Knowles Ritchie, the Guinness redesign encompasses a new way of representing the iconic brand. The brand’s traditional harp emblem is bigger and bolder to provide for a more focused brand message. Research has already been done as to the effectiveness of the Guinness redesign. The Die Line notes, “The new design increases quality perceptions via deceptive simplicity and is significantly more noticeable on shelf than its competitors.”
Created by the design firm Jones Knowles Ritchie, the Guinness redesign encompasses a new way of representing the iconic brand. The brand’s traditional harp emblem is bigger and bolder to provide for a more focused brand message. Research has already been done as to the effectiveness of the Guinness redesign. The Die Line notes, “The new design increases quality perceptions via deceptive simplicity and is significantly more noticeable on shelf than its competitors.”
Trend Themes
1. Iconic Brand Redesigns - Opportunity for other companies to revitalize their brand image and attract new customers.
2. Increased Focus on Brand Messaging - Potential for companies to emphasize their core values and unique selling points through redesigned packaging.
3. Research-backed Packaging Design - Businesses can explore the use of consumer research to create more effective and noticeable packaging designs.
Industry Implications
1. Beverage Industry - Companies in the beverage industry can leverage packaging redesigns to differentiate their products and increase sales.
2. Design and Branding Agencies - Opportunity for design and branding agencies to work with companies on refreshing their brand image and packaging design.
3. Market Research and Consumer Insights - Potential for market research and consumer insights agencies to collaborate with companies on creating impactful packaging designs based on consumer preferences.
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