London brewer Fullers has a lot to be proud of: award winning ales and international best sellers.
Always close to their customers changing tastes, they wanted to explore the potential for craft beers that might take share from premium lagers.
Understanding internal capabilities and the essence of the Fullers brand was crucial so we started with stakeholder interviews. We particularly enjoyed the brewery tour with their Head Brewer!
With our heads full of strategic challenges and creative possibilities we kicked off a programme of positioning exploration, concepting, naming and packaging development to identify the optimum balance between Fuller’s quintessential traditional London brand and the quirky, authentic proposition that a true craft brand beer required
The result: the brilliant Fuller’s Frontier.
Cheers!
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