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ART OF CRAFT
CONCEPT
Creative Direction, Design
TASK
Guinness, with its rich history and iconic dark stout, sought to transcend its traditional image and resonate with a broader, more diverse audience. The objective was to reposition Guinness not just as a beer, but as a symbol of creativity and sophistication, appealing particularly to consumers who value art, design, and craftsmanship.
IDEA
The “Art of Craft” campaign weaves beer's iconic hues into the fabric of art and design. By transforming these elements into ambient installations, murals, and collaborations, the campaign positions Guinness as a symbol of creativity and sophisticated taste.
The placement of the Guinness-themed artwork within an abstract art exhibition integrates the brand into a sophisticated art context. This positioning invites viewers to see Guinness’s iconic dark and creamy hues through a lens of modern artistry, transforming their perception of the beverage into a symbol of artistic expression. Moreover, by blurring the lines between abstract and pop art, the piece sparks a lively debate in the art and design community, enhancing engagement and keeping the conversation about the brand vibrant and ongoing.
Located in a bustling urban area, the mural is made to enhance the visual landscape and transform the local Irish pub into a landmark, drawing both locals and visitors.
Guinness X Foscarini
This custom-designed lamp, crafted in collaboration with Foscarini, is intended for installation in pubs around the world. The lamp enhances the brand’s presence in everyday social settings, reinforcing Guinness’s identity as a blend of tradition and contemporary design. This move elevates the drinking environment and aligns Guinness with high-end design aesthetics, creating a visually distinctive brand touchpoint that engages customers directly.
Guinness X John Varvatos
The collaboration between Guinness and John Varvatos is a precise branding choice that connects Varvatos’s expertise in blending contemporary and classic styles, and Guinness’s own fusion of heritage with modernity. Known for his dark, rock ‘n’ roll aesthetic, Varvatos adds a unique edge to the partnership, enhancing Guinness’s fashion presence and enriching the art and design narrative of the campaign.
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