New Look Bottle For London Brewer Fullers

Ardagh Group has produced a new look bottle for London brewer Fuller's for its Premium Bottled Ales portfolio. For the year long project, Fullers worked with London design and branding agency Jkr and Ardagh to create the completely new bottle design, which features 360 degree embossing and a reduction in weight from 380g to 300g. Ian Bray from Fuller's said: "We have altered the shape to a sleeker, taller-looking design, although it is actually only 1mm taller than the old bottle. The label has been placed higher up to ensure that the brand stands head and shoulders above our competitors."