Project: Guinness “Harp” Bar Font
Expertise: Product Design, Engineering Development
Developing iconic branding for international markets
- Striking promotion of iconic brand
- Six months to design and develop
- Developed from 2D branding agency concepts
- Design for robustness and easy maintenance
- Mechanical and lighting development
- Prototypes assembled by Lucid
- Supplier and production liaison
- Comprehensive manufacturing specification
Brand owner Diageo wanted more consistent presentation of draught Guinness world-wide. Connecting with international marketing campaigns would help present the drink as a contemporary choice for a younger, more affluent client. An international draft dispense font was needed as part of the strategy.
Diageo’s dispense manufacturer asked us to extend an iconic “Harp” into a stand out point-of-sale dispenser. Capturing the essence of the brand, its individuality and difference from the mass of lagers at typical bars would be critical to success.
Sketch visualisation, 3D CAD modelling and rapid prototyping were used to develop a form completely consistent with the Harp trademark.
Materials specification, developing mechanisms, finishing, tolerance, structural and design for consistent, cool drink to point of dispense were all part of the Lucid team’s work.
Consistent messaging has helped Guinness maintain significant presence and recognition worldwide. Hundreds of thousands of the iconic dispense fonts are in service world-wide.
The Lucid team specialises in branded product development solutions. “Brand engineering” is the term we’d use to describe developing outstanding design to complement brand objectives.