The famous white head and black body of a Guinness pint is famous the world over; producing some of the most famous communication ever. But sadly, this iconic creamy head and deep black body shape is little known or recognized in Japan. How then, do you start to imprint this famous symbol into the Japanese psyche; a short hand that everyone could understand? An innovative simple Design solution that could work on any media platform; no matter how big or small.

With a 2000-year-old pictorial writing tradition we ‘revealed’ that the iconic white creamy head and black body of a Guinness had always been there at the heart of the local language. ‘THE KANJI THAT IS MADE OF MORE’ is intended to work on many media platforms, be it big or small. It was posted on social media on a regular basis, and used on in-bar poster Designs. Imprinting on people’s minds that Guinness should play a part in anyone’s daily consumption.