Lovely Package

Curating the very best packaging design

Guinness Draught

September 24, 2009 | 7 Comments


Designed by jkr | Country: United Kingdom

I’ve always been a fan of Guinness’ clean and simple design, a look that stands out amongst the plethora of offerings within the beer market. To coincide with the 250th anniversary (250 years!) of the brand, jkr has made an already great design even better.

“On this historic day 250 years ago Arthur Guinness signed the lease on his Dublin brewery. Today this will be celebrated by the brand on a global level with parties, charitable funds and special packaging all part of the mix*.

This week also sees the launch of overhauled packaging for Guinness Draught in can by jones knowles ritchie (jkr).

jkr were challenged to produce an eye-catching can which evokes positive associations to the iconic brand – simply, to make a good pack great.

The team elected to do this via a full-blooded use of the traditional harp emblem.  This approach has resulted in a single-minded design which better acts as a  “badge in the hand”. 

In research the findings were conclusive – the new design increases quality perceptions via deceptive simplicity and is significantly more noticeable on shelf than its competitors.”



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7 Responses to “Guinness Draught”

  1. Ben
    September 24th, 2009 @ 10:22 pm

    that’s beautiful. makin me thirsty too.

  2. David Airey
    September 25th, 2009 @ 2:08 am

    I’m interested to see the instructions that are now shown on the can (ideal temperature, angle of pour etc.).

  3. Andrei Kaigorodov
    September 28th, 2009 @ 5:39 am

    beautiful indeed. quite similar to last Coke can redesign.

    and echoing David, would love to see a pic with the perfect serve (the can is not available in my geographic area, as far as I am informed)

  4. Neil Martin
    September 30th, 2009 @ 9:42 am

    I’d like to echo David. Please let’s see the back!

  5. Lovely Package
    October 5th, 2009 @ 10:37 pm

    Perfect pour added.

  6. Barry
    May 23rd, 2010 @ 6:36 pm

    I just saw this photo on the Guinness facebook page!

  7. Alex Lee
    June 15th, 2011 @ 10:19 am

    Love the clean design. Definitely don’t see too many beer cans like this one. I look forward to drinking a lot of it. Muhuahaha.

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