PROJECT Smithwick's Blonde

Being crafty with how we develop brand

How do you compete with the recent surge in craft beer options on the bar?


Over the past few years craft beer has become more and more prominent in bars across the UK and Ireland. A key display unit for craft beer has been the glass eye lens on the bar tap. 

Diageo came to us from the Smithwick’s brand looking to deliver a new tap marker for their Blonde variance to directly compete with the craft beers. A unique aspect of the Smithwicks brand is the iconic castle. We integrated this thinking into the development of a castle influenced ‘shield’ that kept the brand look and feel whilst still competing directly with the alternative craft beer options in pubs. The ‘shield’ has been hugely successful, resulting in a surge in sales on the bar. We may be excellent product designers, but we really understand brand!