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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

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.

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 Result

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.

Also 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.