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London Pride is an unmistakable ale. Made using all-British ingredients since 1959, its layered, consistently balanced flavour is the hallmark of great brewing craft. But the brand itself was seen as old-fashioned and traditional.


To transform it on a global scale we looked to the brand’s history and its London home, recrafting its most meaningful symbols for the modern day. Inspired by the hand-gilded mirrors and windows of the iconic Fuller’s estate and the layered typography found all over London, we created a radiant new identity set within a modern shield watched over by the Fuller’s Griffin. The craft and depth to match this truly outstanding amber ale.

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