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.
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.
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.
- Agency/Creative: Thirst Craft
- Article Title: Thirst Craft Restoring a True Original with Innis & Gunn
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Glasgow
- Market Region: Global
- Project Deliverables: Brand Identity, Illustration, Packaging Design
- Format: Bottle, Can, Case
- Substrate: Glass Bottle, Metal
- Industry: Food/Beverage
- Keywords: WBDS Agency Design Awards 2021/22
Creative Director: Matt Burns