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Fuller’s London Pride’s new look was inspired by its heritage, longstanding traditional brewing practices and craftsmanship

Fuller’s London pride, the flagship beer of Fuller’s Griffin Brewery, unveils a striking new London Pride design from Fuller for 2021. The new brand identity is visible in both on- and off-trade areas and includes a new logo, typography, glassware, pump clips and POS materials.

The new contemporary look was inspired by its heritage, longstanding traditional brewing practices and craftsmanship, all of which are focused on the message of an “Outstanding Amber Ale”.

As one of the UK’s most iconic beers, celebrating the brand’s history and using the language of the brand’s archives was important. The iconic Griffin is still proud and the new typography in the drawing style is reminiscent of the gilded lettering that can be seen on windows and mirrors in London’s pubs.

The new color palette reflects the best of the brand’s past: pure white against black, a touch of shining gold and a new “living red”. The layered London Pride word mark reflects the layered flavor profile of the liquid, while a gold key line and black tip add shape and depth to the shield.

Alluding to the brand’s introduction in 1959, a 59-degree angled shadow completes the primary branding element on the package and is expanded for dramatic impact in the broader branding world.

Fuller’s London Pride is brewed on the banks of the Thames at Griffin Brewery in Chiswick and uses all British ingredients. It remains the number one choice among ale drinkers in London and the South East. It offers a superior sales rate than major ale brands of its competitors.

The new look design aims to bring Fuller’s London Pride to the forefront of consumers and create excitement for draft beers, which remain an important category at £ 577million. The category is extremely valuable to the beer market, with draft beer drinkers spending twice as much as other adult drinkers and most looking forward to getting back in the trade, while OTC bottled and packaged beer has risen 26.8% over the course the pandemic.

Asahi UK Managing Director Tim Clay comments: “Fuller’s London Pride is an icon of beer and we wanted to celebrate the brand’s timelessness in a way that resonates with both established London Pride fans while allowing new consumers to discover its exceptional quality. The new design is an exciting next step in the long and storied journey of London Pride. London Pride is firmly anchored in the Asahi portfolio and is one of an unrivaled range of premium brands. We aim to build on existing strength and heritage to further realize its potential.

“Bottled beer drinkers remain extremely valuable to the beer market, with the share of spending in the category currently highest among the older, more affluent populations. Cask Ale has undoubtedly suffered from the pandemic but remains at the heart of London Pride and we aim to be at the center of the category’s rejuvenation and rebound after retail reopens. At Asahi UK we work closely with our customers to ensure brilliant quality every time. We are proud to celebrate this amazing premium beer and look forward to supporting its future growth. “