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New look for Fuller’s London Pride

Fuller’s London Pride has unveiled a new design for 2021, to be used across on- and off-trade.

The new brand identity for Fuller’s Griffin Brewery’s flagship beer will encompass a new logo, typography, glassware, pump clip and point of sale materials.

The contemporary new look takes inspiration from its heritage and is centred around the message of an ‘outstanding amber ale’ – but the brand’s iconic griffin still takes pride of place.

A new colour palette puts pure white against black, with touches of gold and a new ‘living red’. The assets on pack are completed by a 59º angled shadow, in a nod to the brand’s introduction in 1959.

This new brand identity for Fuller’s London Pride, brewed at the Griffin Brewery in Chiswick, aims to keep the brand front-of-mind for consumers and make it a first choice for cask ale drinkers – who spend more, on average, than any other adult drinkers.

Tim Clay, UK managing director of Asahi, which owns Fuller’s, said: "Fuller’s London Pride is an iconic beer and we wanted to celebrate the timeless nature of the brand in a way that will resonate with both established London Pride fans, whilst allowing new consumers to discover its exceptional quality. 

"Bottled ale drinkers continue to be extremely valuable to the beer market, with the share of spend in the category currently highest amongst the older, more affluent demographic. Cask ale has undoubtedly suffered at the hands of the pandemic but remains at the very heart of London Pride, and we aim to be at the centre of the category’s rejuvenation and recovery following the reopening of the on-trade."

19 March 2021 - Bethany Whymark