Cannes Lions
DESIGN BRIDGE, London / DIAGEO / 2015
Overview
Entries
Credits
Execution
Our design centres on the idea of ‘Timeless Magnetism’, paying homage to the year of THE 1759, in which Arthur Guinness signed the brewery lease. Working sensitively with time-honoured details our design strikes a balance of simplicity, refinement and authenticity. The champagne style bottle and presentation box feature authentic detailing, such as the hand written signature of Arthur Guinness, the makers seal and a wave pattern, picked out in a matt varnish on the box, which can be traced back to the original Guinness label. These elegantly crafted details serve as a tribute to ‘Arthur’s expertise’ as a brewer. The uncovered cork and cage are a hint to the brands honest, workmanlike roots, yet the act of popping the cork itself creates drama and theatre. A hint of the founders’ signature, which is embedded into the cork, also peeks out from behind the cage.
Outcome
THE 1759, first edition of the Guinness Signature Series combines stylish presentation with an honest brand story, making it worthy of a place at the table in the finest restaurants.
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