DIELINE AWARD WINNERS REVEALED

Thirst Gives Innis And Gunn’s Craft Range A Refreshingly Original New Look

by Chloe Gordon on 12/13/2021 | 3 Minute Read

When a beer's packaging is already beautiful, it's hard to think how the brand can update to make it better. Innis & Gunn, however, have proved the impossible possible with their redesign by Thirst. The updated packaging system is more straightforward and effective through an evolved wordmark and a revitalized visual language.

And while the update did change the design, the brand's originality and story are still there, totally representing the brand to its fullest potential. Thirst did a fabulous job keeping the Innis & Gunn's authenticity there while still rejuvenating the packaging.


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Famously the most ‘borrowed’ glass in pubs, Innis and Gunn Lager is already a Scottish icon. With a mission to build on its success and bring its originality to an even wider audience, the brand team partnered with the specialist drinks design agency, Thirst, to modernise and premiumise its full craft range. 

Made with golden oats and brewed to be different since 2013, Thirst knew that Innis and Gunn Lager is, and always has been, refreshingly original. Setting out to amplify the brand’s authentic spirit, Thirst wanted Innis and Gunn Lager to start behaving like the hero product it is. Reducing noise to increase the brand’s impact and confidence. 

With beautifully detailed craft, Thirst evolved and elevated the wordmark to give it pride of place. No longer camouflaged by the brand’s flourishes, but framed by them. The flourishes themselves begin to flow, becoming the originality that runs through Innis and Gunn’s bones and beer. This refreshed visual language takes on a life of its own off-pack, speaking to the brand’s liquid creativity. Finally, the colour palette is freshened with a vibrant green and brighter gold to capture the deliciousness within. 

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As the emboldened hierarchy is rolled out across the rest of the craft range, Thirst subtly change the flourishes to reflect the proposition of each flavour, from delicate droplets in the Session IPA to juicy mangoes for Mangoes on the Run. 

Thirst’s bold evolution of the much-loved Innis & Gunn craft range doesn’t lose an ounce of originality. Instead, it shows the range as it should be: proudly authentic, courageously creative, refreshingly original. 

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“Thirst were excellent in demonstrating a deep understanding of our brand, the journey it’s been on and how this influenced our design objectives”, said Robb Hamlin, Marketing Manager at Innis & Gunn. “Their initial strategic deep dive into our brand world, and the wider beer and drinks category, was both impressive and fundamental in achieving a quality design response. The design route developed has created a visual identity that’s entirely aligned to both our objectives and brand positioning, providing a strong platform to accelerate the growth of our brand in the years ahead. In addition to meeting our strategic objectives, the process was seamless from start to finish making a potentially challenging project both enjoyable and rewarding to work on.” 

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