Uniquely Guinness.

A classic for the 21st Century.

PROJECT MASTHEAD template - 4000x1771 - GUINNESS - MASTHEAD.jpg
 

Client: Guinness
Project: Guinness Glass  
Services: 3D brand implementation, Concept design, Concept development, Engineering, Manufacture liaison


 
 Guinness - logo
 

From 1862 to 2005 Guinness had existed as a 2D brand. To bring it into the 21st Century with a new 3D form factor, Curventa were entrusted to create a new glass design that built upon the heritage of the brand’s iconic harp. As the main consumer touchpoint, the form factor of the glass instantly surprises and delights.

The glass has redefined Guinness in the hand, and has given the brand 3D ownership
— Matthew Blackmore, Global concept development Mgr, Diageo
 
 Guinness - The surge pint glass - beer - stout - head - guinness logo - pour guinness
 Guinness - The surge pint glass - beer - stout - head - guinness logo - pour guinness
 

Designing an icon

Curventa were selected by Guinness as 3D brand guardians due to our expertise in glass manufacture, our inherent knowledge gained from the beauty industry and our confidence in being able to deliver the brief. Starting off the development with sketching, we soon moved into foam modelling to test ergonomics. Through a process of testing and refinement we ensured that the design was tactile and soft in hand at all touchpoints especially around the iconic harp as this is where users would truly understand the 3D form. We then laser scanned the foam models into the CAD system and reverse-engineered it into a volumetrically accurate vessel. This meticulously crafted shape for the glass was then sent directly to the manufacturers.

 
 
 Guinness glass | Logo development to 3d implementation

Guinness glass | Logo development to 3d implementation

 Guinness glass | Final generation of 3d logo and glass

Guinness glass | Final generation of 3d logo and glass

 

The impact

The new glass design is now pivotal to Guinness’ advertising and marketing campaigns. It has not only redefined the brand but assisted in it becoming the number one stout in the world, achieving an instant 5% increase in uplift in on-bar sales and a 9% increase in perceived quality.

 
 
 Number one stout in the world - 5% instant uplift in on-bar sales - 9% perceived increase in quality
 Guinness - guinness logo - Matthew Blackmore - Diageo - The glass has redefined guiness in the hand, and has given the brand 3D ownership