- Agency: AMV BBDO
- Client: Guinness
- Category: Print Design — Beverage
- Location: London, United Kingdom
- Project Brief: Create print design for Guinness that refreshes its heritage tagline through the iconic harp, restrained typography, and adaptable visual storytelling.
Beverage print work that goes logo-free leans entirely on instant recognition. AMV BBDO revives Guinness's 1930s "Lovely Day for a Guinness" line, dropping the word "Lovely" over slice-of-life moments and swapping the V for the brand's gold harp.
The letter swap is the whole system. The harp slots into "Lovely" so cleanly that the brand signs each ad without a logo lockup, turning one typographic trick into an endless template.
The photography keeps it human. A cowboy-hatted woman sipping, football fans mid-embrace, a pint passed through festival plastic, each scene lands the "lovely day" feeling before you register the pitch.
The serif nods to heritage without dating the work. The wordmark-style letterforms echo the Guinness masthead, so the campaign reads timeless and unmistakably Irish across billboard, transit, and print.
