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FULLER'S PREMIUM

As Fuller’s relaunched London Pride, we were involved into a new beer font design project. THE HISTORY OF FULLER'S BREWERY IS ENTWINED WITH THE BREWING HISTORY OF LONDON AND GOES RIGHT BACK TO THE LATE 1600S. EVEN THE BREWERY AS WE KNOW IT - BUILT IN 1828 NEXT TO THE THAMES OXBOW - IS A LANDMARK OF LONDON'S INDUSTRIAL HERITAGE. FULLER'S HAVE LED THE BRITISH BREWING SCENE, INVESTING, INNOVATING, AND BUILDING ON THEIR RICH HISTORY AND HERITAGE.

HOW WE DID IT

preliminary design

Angram is the British company of the Celli Group that design, develop and deliver better brand experiences, helping beer brands raising awareness, developing and creating difference. This philosophy is reflected in our products and in the experience and know-how that comes from being the world's longest manufacturer of beer dispensing towers and one of the largest producers of various types of beer tap, tap marker, beer tap tower and custom beer tap handles.
As Fuller's relaunched London Pride, we were approached to create a new font for their own estate and worldwide export market. It had to be instantly recognisable to the consumer in the off-trade, a perfect platform for the rebrand yet allowing their other beer brands to be fitted.

All bespoke projects by the Angram design team provide a perfect illustration of how it works collaboratively with clients and the benefits it delivers. Our engineers always take a fresh approach in solving the manufacturing challenges. They look at things from all angles, with the aim of making manufacturing more efficient, producing improved product quality and performance, and delivering on time and on budget.
We wanted to help to tell the stories that exist within the brewery, celebrate its rich history, and encapsulate everything that's unique about the brand.

The Angram team work alongside the most famous brands of beer dispensing to incorporate the concept for the overall project into the bar design, ensuring it not only meets the design brief but optimises the functionality of the space as well.

The Result

This was a truly exciting project to work on, and Angram and Celli UK were delighted to play a leading role in industrialising the design and helping to make Fuller's brand vision a reality. Brands need to stand out and a bespoke design for a draft tower, a hand pull beer pump or a draft faucet will always draw attention in a crowded retail space. Our mission is to make it as easy as possible for customers to differentiate their brands from the competition, to reflect their values, and influence the way they are perceived by consumers; all of this, through advanced projects to make a sophisticated and modern beer dispensing font, beer faucet or cask ale pump

The Fuller's font is a true icon on the bar, instantly recognisable as unique to their brand. This has proven highly successful within the export market and has become the Fuller's premium font. This design execution focuses on marrying the history of the Fuller's Brand as well as the heritage of the location – reflecting in the Thames oxbow in the physical form. The combination creates a truly iconic piece of Branding for Fuller's.

Angram is the company specialised in the design and manufacture of beer fonts in a wide range of configurations and finishes. We offer in-house designs and bespoke beer font design service for venues and brands seeking a unique solution. Discover the case study of the Fuller's draft beer faucet, hand pull pumps and Lo-line T-bar by Angram. The team was approached to design and develop a new range of handpumps and lo-line t-bar to be rolled out across the estate, enhancing all the brands they serve on the bar.
Angram also developed a new design for the Fuller's hand pull beer pump and beer engine, check the case study about it.

Angram and Celli UK's wide range of bespoke products, spare parts and accessories are provided to complete any draft beer dispenser, and create an efficient, reliable and modern draught beer dispensing solution. Angram offer all types of beer pump, beer spout, draft tower and more. Find out the high quality of Angram's draught equipment and Angram beer engine for the most authentic drinking experience.