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Maddi Bazzocco, Unsplash
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Guinness Draught is an iconic beverage, but its presence at bar had been diminishing. The number of Guinness Draught branded on-bar tap units (countermount founts) had been falling year-on-year in the on-trade, down from 28,000 in 2015 to 22,000 in 2017.
In on-trade environments, the battle for consumers’ minds is right at the point of purchase, and more prominent, eye-catching competitor founts were dominating. Guinness Draught’s position was being questioned by bar owners. With bar-tops increasingly crowded and curated, multiple big brand beers had been relegated to T-bar units and this was becoming an increasing threat.
Relegation would be bad news for Guinness; sharing space on a single, wide T-bar with as many as six other brands would minimise the opportunity to express its brand personality and reduce the impact of the perfect-pint pouring process for Guinness Draught.
To attract drinkers at that crucial decision moment at point of sale, and to stave off relegation to the T-bar, Diageo wanted to create a more visible, premium and characterful fount design, whilst at the same time targeting 1.5% volume growth per outlet taking the fount, to pay back the investment.
The design would need to persuade bar owners that installing the new fount would significantly increase Guinness sales. With the design solution also needing to fit in with the existing structural mechanisms used across all Diageo beers, and to cost no more to manufacture than previously, Diageo collaborated with three agencies to meet these objectives. Bompas & Parr, Design Bridge and Dolmen worked across different stages of the project, from the initial concept and design development, to industrial and technical design for manufacture, jointly creating the ‘Hero Harp’.
The fount’s distinctive, imposing shape distinguishes it from other beer brands. It is unmistakably Guinness, inspired by one of the brand’s strongest and most recognisable brand assets – the Guinness harp. The fount’s elevation, quality cues and illumination deliver maximum visibility and presence, drawing the eye of drinkers even at a distance. And impressively this is achieved even within a narrow footprint, which is a key consideration on crowded bar tops.
The disruptive Hero Harp fount design delivers a sense of hand-crafted quality. It revitalised Guinness Draught’s presence in the on-trade, by restoring its impact and appeal at the bar. The fount is also 10% cheaper to manufacture than its predecessor, which enabled Diageo to vastly exceed return on investment targets; more units could be installed without changing the initial capital expenditure budget.
Following its launch in February 2018, 75% more of Guinness Draught’s founts were ordered by British outlets than target in the period to October 2019. Significantly, 4,860 British outlets originally projected to move the brand to a shared T-bar, instead installed the Hero Harp.
The fount helped drive Guinness share growth in outlets where it was installed in Great Britain and Australia, with sales significantly above expectation in the year after launch.
Originally created for the British and Irish markets, the Hero Harp was so well received by other markets that within 20 months, 45,928 had been ordered globally, leading to an accelerated roll-out of the founts.
Founded in 1989, the DBA Design Effectiveness Awards recognise impactful, wide-ranging examples of design that have had a tangible and measurable impact upon business and societal success. Judged by a broad range of business leaders and entered jointly by client and designer, the Awards draw focus onto design’s strategic and commercial value to business and society.
Prestigious and authoritative, the DBA Design Effectiveness Awards is the only award scheme that uses commercial data as a key judging criteria. Nowhere is the quality and effectiveness of the design industry’s offer more evident than across the case studies recognised in the DBA Design Effectiveness Awards.
To read about all of the Gold, Silver and Bronze DBA Design Effectiveness Award winners 2020 announced at the ceremony on Wednesday 3 June, or for details of next year’s awards programme, go to www.effectivedesign.org.uk
Diageo, with agencies Bompas & Parr, Design Bridge and Dolmen took Gold and the Grand Prix for Guinness Hero Harps
Having been overshadowed by competitors, Guinness Draught restored its impact at bar with the disruptive new Hero Harp fount. The eye-catching design was so sought after by bar owners that within 20 months, 22,860 British outlets had installed the new founts, dramatically exceeding the 30-month target of 13,000.
Design Bridge has also won the Top of the League award, taking top spot on the 2020 DBA Design Effectiveness Awards League Table.
Glasgow City Council with 999 Design won Gold for Glasgow Club
Reaching highly varied age groups with a distinctive new brand identity and flexible messaging system, Glasgow Club changed perceptions of its offer and achieved its best sales figures in its twenty-year history. The engaging campaign approach resonated with the people of Glasgow. The clubs’ membership grew 16% in the year after redesign, versus an industry average of 2%.
Gold also went to Mother and B&B Studio
A design-driven approach by start-up Mother has revolutionised the reputation of the vending industry, attracting incremental customers to the category like Apple and Amazon. Within five years from launch, Mother placed 83 machines (22% up on target), smashed the UK’s average weekly vending machine sales by 239% and became a certified vending partner of the three biggest UK caterers, despite being unproven.
Ian Macleod Distillers with Contagious secured a Gold award for The Glengoyne Distillery Experience
Over the course of a decade, Ian Macleod Distillers’ design programme with Contagious enabled it to effectively leverage the commercial potential of its site and deliver a premium brand experience through visitor tours. Visitor numbers soared 117% from 38,000 to 82,000 in that period and spend per head jumped 79% from £21.36 to £38.57.
Flawsome! and Coley Porter Bell also won Gold
The transformational rebranding of juice business Flawsome! projected its compelling story more powerfully. The brand significantly increased its relevance and distinctiveness in the market and sales leapt 540% in the year following relaunch, against a targeted increase of 100%.
Established in 1989, the DBA Design Effectiveness Awards recognise and celebrate the compelling influence of design on the success of a project or business.
The Awards are entered jointly by client and designer and winning projects have been rigorously judged by business leaders from organisations such as LEGO, Harley Davidson, Fortnum & Mason, GlaxoSmithKline, PUMA, Twitter and Lloyds Banking Group in three rounds of judging. Crucially, the Awards are evidence-based, the impact of design measured and verified.
The variety and breadth of work the judges saw amongst the Gold award winners also played out across the Silver and Bronze winners too, with work spanning FMCG, retail, health, utilities and charity sectors, and many others. Details of all the DBA Design Effectiveness Award winners and their case studies can be viewed here.
Chairman of the Judges, Clive Grinyer: “Once again it’s been a huge pleasure to chair the discussions with experts across design and business to identify and celebrate such inspiring examples of the power of design. The range of projects and the ways that success is measured continue to grow and show us in countless ways how design can transform and deliver results far beyond the original goals. From Bronze to Gold, every winner is testament to the commitment to design and the collaboration between client and design team to provide us with shining examples that we can all be inspired by and learn from.”
Says DBA CEO, Deborah Dawton:“The world in which we operate has changed hugely in the last 12 weeks, and many businesses are facing more challenges than they have ever faced before. What hasn’t changed is design’s relevance. Because, when faced with challenge, design delivers solutions.
The DBA Design Effectiveness Award winners provide the proof. They demonstrate that if a market has changed, or the needs of customers have changed, design can catalyse a business to think differently and react appropriately, to bridge that gap. The winners evidence design’s ability to really get under the skin of a business, to understand the issues, to connect to consumers, to deliver the solutions that work for a market. They prove that an investment in design, is an investment in the future of a business.”
To read about all of the Gold, Silver and Bronze DBA Design Effectiveness Award winners 2020 announced at the ceremony on Wednesday 3 June, or for details of next year’s awards programme, go to www.effectivedesign.org.uk
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Mikhail Pavstyuk, Unsplash
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Design Week
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