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Innis & Gunn Craft Range

Proudly Authentic, Refreshingly Original

LocationEdinburgh, United Kingdom

DeliverablesIdentity, Packaging, POS

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 needed to modernise and premiumise its full craft range.

Made with golden oats and brewed to be different since 2013, Innis and Gunn Lager is, and always has been, refreshingly original. As Innis and Gunn’s hero product, it needed to start acting like it. We set out to amplify its authentic spirit, reducing noise to increase impact.

With confidence and detailed craft, we evolved the wordmark to take 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.

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


This 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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