Ardagh, brand design agency produce new bottle design for Premium Bottled Ales portfolio by London brewer Fuller, Smith & Turner that features 360-degree embossing of River Thames, has a reduced weight of 300g from 380g, is 1mm taller

LUXEMBOURG , November 1, 2013 (press release) – Ardagh Group has produced the new look bottle for London brewer Fuller, Smith & Turner (Fuller’s) for its Premium Bottled Ales portfolio. For the year-long project, Fullers worked with London design and branding agency Jkr and Ardagh to create the completely new bottle design, which features 360° embossing and a significant reduction in weight from 380g to 300g,

Ian Bray, Managing Director of The Fuller’s Beer Company said: “The very first new-look bottles of London Pride, which are already in the trade, look fantastic. We have altered the shape to a sleeker, taller-looking design, although it is actually only 1mm taller than the old bottle. The label has been placed higher up to ensure that the brand stands head and shoulders above our competitors.

“The bottle also includes an embossed outline of the River Thames, the majestic heartbeat of London, on the banks of which our beers are crafted. We took some of our cues from the world of wine, so we think the new bottle is equally at home on the dining table as it is on the bar.

“We have also taken the opportunity to refresh the London Pride label, with a more modern look which will eventually translate into other pack formats, as well as on draught. The London Pride badge is instantly recognisable to beer drinkers around the world so this new evolution retains all of the most important elements, including the shape of the shield.”

A short video introducing the new bottle is available on YouTube here:

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