In South-east Asia, Guinness Draught is served in select bars frequented by expats & the affluent. To cater to more Guinness drinkers in bars that don’t serve it on tap, Guinness Draught was introduced in a bottle format, Guinness Draught in a Bottle. Also called GDIB. In terms of taste, GDIB was almost identical to the traditional Guinness Draught, but as the ritual of being served a pint is different from that of a bottle, the regulars needed some convincing.
The messaging was kept simple but was brought to life in the visual interpretation. By re-imagining the familiar Guinness pint iconography in the design language of the bottle. With a graphic continuum between bottle and pint we created the illusion of ‘pint in a bottle’. Metallic gold was the contemporary palette of choice and traditional lithography printing was used to allude to the coming together of the old and the new.