Guinness: Alex May Hughes collab
Creation of bespoke special gifts for Guinness' biggest fans by one of Guinness' biggest fans.
Task
Guinness tasked Platform13 to create a series of one off, personalised and surprising gifts for their biggest fans.
Approach
Guinness has a long and deep association with pub culture and pub signage is a key signifier of both. Today, the creation of signs in a contemporary way, using traditional craftmanship is being revived in a digital world.
Output
Platform13 commissioned the incredibly talented Alex May Hughes to create bespoke hand painted signs for Loyle Carner, Laura Whitmore, Niall Horan, Robin Gill and fam friend DJ Martelo.
Each sign was delivered in custom packaging, inspired by art consignment boxes. We captured content of Alex's process, alongside her discussing each design and her genuine love for Guinness in a 2 part series.