Fuller's
OUTSTANDING DEPTH & RADIANCE
Identity
Packaging
Brand World
Production
We refreshed the identity of London’s first and greatest brewer, bringing modernity and storytelling and establishing a visual language that would also filter down to packaging, starting with its two most famous brews. A new and exciting chapter for an enduring and characterful London icon.
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Business Challenge:
Brewing beside the Thames since 1845, the Fuller’s brewery is London’s first and greatest. Part of the fabric of the city, it’s where unparalleled quality and craftsmanship meet state-of-the-art methods to create something truly enduring.
It’s also home to the best beers in the world. But all these layers of history risked the brewery and its beers losing relevance for modern drinkers.
Our challenge was to develop a consistent masterbrand identity for Fuller’s that would demonstrate the brand’s rich heritage but bring emotion and storytelling, establishing Fuller’s as the modern icon of London brewing. From this refreshed masterbrand identity we’d also shake the dust from the brewery’s two most famous beers – London Pride and ESB.
Creative Solution:
We used The Griffin Brewery site as inspiration to define a visual brand identity for Fuller's, carefully sifting through the archive and the physical relics of decades of brewery production.
The brewery’s namesake - The Griffin - has risen as the unifying figurehead across Fuller's, London Pride and ESB, carefully redrawn to better display in both print and enamel. Details like the sun rays are taken from the brewery gates themselves, while the Fuller's bold display typeface is inspired by the historic vertical type on the brewery's chimney stack.
The shield device has always had a place in Fuller’s heritage, so became a consistent but flexible asset – shaped by the brewery’s position on the Thames for the masterbrand identity, with London Pride and ESB’s inspired by bevelled plaques found in the archive.
Finally typography played a key role, with London Pride inspired by the hand-gilded mirrors and windows of the iconic Fuller’s estate and the layered typography of London, while ESB adopts more weight and depth to match the full-bodied strength of the liquid.
The result is a Masterbrand identity that captures Fuller’s heritage with new lightness and modernity, and packaging that delivers distinct personality with a clearly shared DNA.
