Parker Williams has redesigned the identity and packaging for Fuller, Smith & Turner’s premium ale Golden Pride, which relaunches in October.
The consultancy, the brewer’s incumbent group, was briefed to give the ale ‘a more premium, crafted and traditional’ look, but still keep it within Fuller’s product portfolio identity.
The brewer has moved the ale to a 500ml bottle from a 330ml bottle to encourage two-person usage and compete with
the growing number of Continental beer brands in the supermarkets.
‘Though all Fuller’s brands have a very traditional look, the company is redoing things to make them contemporary. The brand was looking dated and the label didn’t reflect the craft, care and attention that goes into brewing the ale,’ says Parker Williams creative director Tamara Williams.
In response to the brief, the group has created a handwritten label and foils and finishings that convey the ‘intense character’ of the product. ‘People’s tastes and expectations have changed. We have increased the size of the bottle because it’s the size of most premium bottled ales and we repackaged it because the packaging was not doing the brand justice,’ says Fuller’s brands marketing manager David Spencer.
Parker Williams was appointed without a pitch. The consultancy also created the identity for Fuller’s late-night venue Katabatic, refreshed the look of London Pride cans (DW 17 November 2000) and designed packaging for the brewer’s Organic Honey Dew beer (DW 11 February 2000).