Fuller’s India Pale Ale

Design: Thirst Craft
Project Type: Produced, Commercial Work
Packaging Content: IPA
Location: Glasgow, United Kingdom

Thirst Craft Restores Relevance to a Fuller’s Favourite
India Pale Ale was one of Fuller’s most important exports, but the tired, recessive label was losing relevance amongst a sea of competitor IPAs, so they turned to long time partners Thirst Craft for help.

To increase stand out, Thirst freshened up the established purple and gold colour palette and heroed the beer style using contemporary, custom typography that flowed across the label’s full canvas. Bold, beautiful and just the right balance of classic and contemporary, the new label feels more premium as well as packing more of a punch behind bar.