Guinness - 1759 celebrates 1957

Our brief was to create a limited-edition Guinness FES label to celebrate Ghana’s 62 years of Independence and develop mechanics to drive volume via a national consumer promotion.

We brought Ghana’s symbol and fabric storytelling legacy into a unique label design. We selected 62 icons (a nod to the independence years) that represented independence or the bold and vibrant nature of the country and its people. Through a simple under-the-crown mechanic, we gave Guinness more reasons to celebrate with instant cash prizes.