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Fuller’s Brewery

Balancing relevance with reverence for Fuller’s 2019 seasonal calendar

LocationLondon, United Kingdom

DeliverablesBrand Strategy, Naming, Packaging

Building on the success of our previous years’ designs, Fuller’s 2019 Seasonals calendar continues our long standing partnership with one of the Godfathers of British brewing. Seasonals are crucial for a number of reasons. They reinforce Fuller’s reputation and keep pace with competitors while giving publicans and punters alike variety and excitement at bar. It’s an opportunity to push the brand, balancing relevance at bar with reverence to Fuller’s century-old-and-counting heritage.

Fuller’s Seasonals are two tiered. They consist of four classic-style super seasonals lasting for the full season alongside almost monthly seasonals that explore more experimental styles. Our naming and design strategy is two tiered to match. The super seasonals’ timeless, minimal designs create stand out on a cluttered bar, while individual illustration styles for each seasonal bring interest and diversity to the range.

Shape further differentiates the ranges, while cut out layers elevate the super seasonals to add texture and depth to each pump clip. With each designed rolled out across a physical calendar, social and sales tools, Fuller’s seasonals continue to bolster this beloved brand.

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