Fuller’s London Pride unveils new brand identity for 2021

Fuller’s London Pride, flagship beer of Fuller's Griffin Brewery, is unveiling a new design for 2021. Visible across both On and Off Trade, the new brand identity will encompass a logo, typography, glassware, pump clip and point of sale materials.

The fresh contemporary look takes inspiration from its heritage, long standing traditional brewing methods and craftsmanship, all centred around the message of an "Outstanding Amber Ale". The iconic Griffin still takes pride of place and new sign-style typography is reminiscent of the gilded lettering seen on windows and mirrors across London’s pubs.

Cask ale remains a major category at £577millon in value and the category is extremely valuable to the beer market, with cask ale drinkers spending twice as much as other adult drinkers and are most looking forward to returning to the on-trade. In the off-trade, meanwhile, bottled and packaged ale has increased in value by 26.8 per cent during the course of the pandemic.

“Fuller’s London Pride is an iconic beer and we wanted to celebrate the timeless nature of the brand in a way that will resonate with established London Pride fans, whilst allowing new consumers to discover its exceptional quality," said Asahi UK Managing Director, Tim Clay. "The new design represents an exciting next step in the long and storied journey of London Pride. Firmly established within the Asahi portfolio, London Pride sits within an unrivalled line-up of premium brands, and we are committed to building upon its existing strength and heritage to further unleash its potential."