(Incomplete) R&D Final Year 1 Project

The Guinness Rebrand - Tim Stokes

U1575572

Contents

1

Mind map

2

The Brief

3

The Landscape

4

Current Perceptions

5

Moodboards

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

The Guinness Rebrand

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Mind Map

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The Guinness Rebrand

The Brief

Rebrand Guinness for a new product aimed at a younger audience, remove misconceptions of the brand, develop a unique new product package for launch.

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The Guinness Rebrand

The Landscape

Super Fans Word of mouth

Facebook Comments General Customers

Traditional Advertising Twitter Customers

Paid Search

T.V. Website Blog Display

Review Sites

Mobile Microsite

Retail

Owned Media

Direct Mail Radio Forums Paid Media Blogs (Third Party)

Earned Media

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Current Perceptions

Niched to certain blokes

Ireland

Black Great T.V. Adverts

Tar

Traditional Country Pub Drink, not pre club bar.

Earthy Bland Colours

Can

Heavy

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Old Men

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The Old

THE OLD 192

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Deconstructing the Brand

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The Guinness Heritage

In 1759, Arthur Guinness struck a deal that my hallmark paranoia scarcely allows me to believe, despite numerous confirmations from those in the know. He signed a 9,000-year lease on the site of the Saint James’s Gate Brewery (Guinness’ first brewery) for £45 a year.

For many Irish, the brand meant stability. In 1906, with 3,240 employees at the brewery and Catholics’ proclivity for a few offspring, 10,000, or about one in 30, Dubliners relied on the brand to provide dinner. I’ve stared down some daunting brand histories before, but Guinness is its own case.

In 1951, Sir Hugh Beaver, the then general manager of Guinness Breweries, got into a Monty Python-esque barney over which was the fastest game bird in Europe, a stoush that of course led to the conception of the Guinness Book of World Records. A Guinness employee recommended to Beaver that the twins Norris and Ross McWhirter, students who were running a fact finding agency at the time, compile the book. Three years later, the first edition was ready and 1,000 were printed.

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Deconstructing the Logo

When rebranding Guinness for a new product, there are key parts that must be maintained, the heritage, the logo and colours.

The new face of Guinness for young people needs to project an Image of originality and independance while maintaining the feel and look of guinness.

192 The Logo is iconic and conveys a message of strength, security, familiarity and stability.

The Guinness Rebrand

Examining the Branding - The Word as a Logo

This inconsistency in style was removed in the 1960s when the first official typeface for the Guinness word was introduced. This new typeface was developed by Bruce Hobbs, an artist at the advertising agency that held the account for GUINNESS — S.H. Benson Limited. The ‘Hobbs’ typeface, as it became known, was launched in 1963, and was initially used on posters only. It appeared in red lettering on a cream background. In 1968 the Hobbs typeface was slightly altered, to a smoother line, and was used for the first time on bottle labels. From then on it was used on all other forms of brand communication.

Further modifications were made in the 1991 and the typeface became known as ‘Design Group Hobbs’. It now appeared as gold lettering on a black ground. Then when the brand identity was redesigned in 1997, a new typeface called ‘Unified Hobbsian’, was introduced. The typeface appeared in white lettering on a black ground, the letters were unified except for a break in the two middle ‘N’s, and the ‘G’ was raised slightly above the other letters. The word was redrawn as a192wordmark for the new identity in 2005, and no longer exists as a font.

The Guinness Rebrand

Examining the Branding - Design Bridge “It wasn’t as much about re-inventing as re-imagining. Bringing to the forefront the signature of the great man at the root of it all, we opened everything up a little, implying a racetrack rather than carving one in stone.

Adding vibrancy to the palette and being just that little bolder and more confident.”

Design Bridge is a “Fiercly independant design studio in London, Amsterdam, Singapore & New York”. They were approached by Guinness to re-brand the Foreign Extra Stout beer that is sold in Nigeria.

“For us, Guinness is about opening hearts, speaking minds and tapping your feet with a little more vigour. Our role was to give Arthur’s legacy that little bit more 192 edge.”

The Guinness Rebrand

Examining the Branding - AMVBBDO

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Examining the Branding - Campaigns

“Anticipation” (1994-1995) in Ireland featured Irish actor Joe McKinney dancing to “Guaglione” by Perez Prado. It put the song to number one in the charts for several weeks.

“Surfer” (1999) – won for all time best TV commercial in the UK poll by The Sunday Times and Channel 4 in 2000.

“In Pursuit of More”(2014) – emphasises the history, introduces the employees, and reveals the brewing process.

“To Arthur” (2009) was released for Arthur Guinness Day, the worldwide celebration of 250 years of GUINNESS.

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Examining the Branding - Campaigns “Berbeda Batik tapi tetap Satu” for Guinness Indonesia (2015) – made as an attempt to appeal to younger drinkers, 21-30 year old urban males and average light drinkers. A local street art legend is featured and a Facebook app allows customers to create their own batik styles.

Guinness Africa (2014) – aired on MTV Base Africa (it builds on the brand line “Made of More”) It features a Kanye West song called ‘Black Skinhead’ “#TasteofBlack” for Korea (2015) – an attempt to expand the brand in Korea and encourage new customers. The campaign is meant to show that the brand is inviting and overcome the perception of an overly strong taste.

A hashtag #TASTEofBLACK is used to asks people to share their experience on social media. The advert stresses product features like: smooth, deep, creamy, bold, rich and amazing. It is targeted at men and women.

“Empty Chair” (2014) was released on 192 the Fourth of July.

The Guinness Rebrand

The New

THE NEW 192

The Guinness Rebrand

Who we’re targeting

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The Concept

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Moodboards

Craft Beer

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Moodboards

Available Guinness

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Moodboards

Packaging

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Developing a Vision Developing the vision for Guinness Craft Synonyms for Craft : Art Placeholder

Technique

Scan better

Proficiency Ingenuity Competence Expertness Adeptness

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The idea is to focus on the word craft, and it’s meaning through history, utilizing the image of the anvil, tanning rack, lumber axe and more to create variant bottles.

The Guinness Rebrand

What IS craft beer?

Like craftwork of old, craft beer is hand brewed. Utilizing the expert hands of passionate people, craft beer is full of flavour and unique.

A craft beer takes a step away from large scale beer production, every barrel is unique and the flavour is truly Impactful.

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What IS craft beer?

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Typography

Knockout 48

CRAFT GUINNESS by

Maple Bold

CRAFT GUINNESS by

League Gothic

Relay Light H and Brewed In D u b lin H AND BREWED I N DU B L I N Brown Hand Brewed I n Dub l i n HAND BREW ED IN D U B L IN Brown Bold Hand Brewe d In D ub lin HA ND BRE WED I N D U B L I N Roboto Hand Brewed In D u b lin H AN D BRE WE D I N D U BLI N

CRAFT GUINNESS by

Oswald

CRAFT GUINNESS by

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The Guinness Rebrand

Imagery

by

GUINNESS

by

by

GUINNESS

GUINNESS 192

The Guinness Rebrand

Current Perceptions

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The Guinness Rebrand