fullers
fullers
Fullers
HTaak Studios was commissioned by Asahi Group Holdings, Ltd. and JKR to reimagine the brand identity for FULLERS, the iconic British hospitality and pub chain. The studio’s role was to breathe new life into their legendary Griffin marque, creating a 3D representation that remained true to its heritage while giving it a modern edge. The project lasted over a year with a few unexpected twists, and it is incredibly rewarding for the team to see the final identity out in the world in both digital and physical form.
The lead logo across all brand touchpoints is the Brand Logo. This simplified cartouche allows Fuller's brand to effectively present itself across various platforms while maintaining a connection to the Heritage Logo and Wordmark.
Design Integration
Seamless Integration: The Brand Logo is meticulously designed to integrate smoothly with all supporting pub and hotel identities.
Adaptive Pairing: In specific cases, such as on the web, the Brand Logo can be paired with a Wordmark to adapt to the unique requirements of each touchpoint.
Heritage Connection
By maintaining a link to the Heritage Logo and Wordmark, the Brand Logo preserves the brand's legacy while ensuring modern relevance. This thoughtful design approach reinforces the brand's identity across all interactions and helps establish a consistent presence in the market.
The Applications Include:
Pub/Restaurant communications
Internal communications
Hotel collateral
Website sign-off
Colleague branding and communication
Tobias Hall crafted the 2D illustration to complement the new 3D Griffin.
