We were commissioned by Diageo to explore an overall product aesthetic refresh for Guinness. The ask was to look at new, exciting ways of playing with Guinness that could be developped across campaigns, to support its brand repositioning within the highly competitive craft beer market.

Using custom special FX tanks & liquid styling tools specifically designed for this experimental session, we graphically & photographically approached movement, textures & product in a wide range of ways. The whole experiment was about moving away from the iconic monolitic graphic pint to bring a focus on the core of the product in order to elevate its appetite appeal, revealing its craft side, dark refreshing character, velvety smoothness, specific nitrogenation & unique beauty through a contemporary, yet approachable look.