Historically, the world of beer quenched two audiences. First, the Mass Lager Crowd. Followers trust the one-dimensional taste experience represented by emblazoned heritage symbols. Defying definition is Guinness—full of substance but with smooth drinkability. In collaboration with Gerry Barney, the artist responsible for the earlier version of Guinness’ iconic harp symbol, we designed a brand that celebrates the full-bodied liquid and layers of the Guinness story.