Innis & Gunn Prove Their Unparalleled Depth Of Flavour Via Their New Design

by Chloe Gordon on 06/22/2021 | 3 Minute Read

The strategic drink design agency, Thirst, is back with another robust design for Innis & Gunn. The two worked together to give The Original Range its own characteristics. The attention to detail is unmatched, and the label is classic, but the touch of gold details brings a hint of modernity to the overall design.


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In 2003 Innis & Gunn had a truly original idea. They had been asked to brew a beer solely to season Scotch Malt Whisky casks for a distillery. Once their job was done, instead of throwing the liquid as expected, master brewer Dougal Sharp took a few sips. What he found was a rich, complex beer with an unparalleled depth of flavour thanks to the oak barrels in which it had matured. The inimitable Innis & Gunn The Original was born and a full Original Range soon followed.

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Over the years, as Innis & Gunn expanded into lager and craft beer they united their diverse ranges, adopting a masterbrand strategy across the portfolio. However this homogeneous approach failed to communicate each range’s dramatically different occasions and propositions. With The Original Range moving to sit beside Specialty and World Beers in store, Innis & Gunn took action, partnering with Thirst to give The Original Range its own distinct identity once again.

Representing The Original’s inimitable nature, the new design is inspired by the layered language of unforgeable bank notes. Mining Innis & Gunn’s archives, the original three barrel monogram is reinstated, evolved and elevated to give it pride of place on pack. This motif also forms a textural watermark, proof each liquid is the original and best, no imitations allowed.

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"Thirst have become an indispensable agency partner. Their brief was challenging, but they met it head-on and quickly demonstrated their ability to marry vision with strategy to deliver beautiful design we believe will support the growth aspirations of our brand. Thirst became part of our team during the project, brought a strong work ethic and were just as determined as us to arrive at the best possible outcome. And they are all great people, a joy to work with!" Neil Sharp | Marketing Manager

Including Irish Whiskey and Caribbean Rum casks, each beer in The Original Range is matured for character. True to these origins, spirits cues are introduced to give depth and detail to the design – from flint glass to show the liquid’s true colour, to its white label and the master brewer’s signature. Finally, quality metallic finishes and a deep colour palette are used to give the range the stature it deserves.

Rolled out across primary and secondary packaging for multiple international markets, The Original Range refresh now truly represents the product within – authentic, layered and utterly inimitable.

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