'making off the shelf' different - DIAGEO ireland

The Diageo beer tap lens project for increasing brand visibility through a contemporary design

When "off the shelf" is'nt enough

Diageo is taking another step in its long history of innovation and ADS2 is excited to reveal the launch of the new Diageo beer tap lens, an innovative draft beer system which serves beautiful, fresh beer on tap to bars and pubs around the world, no matter their size or setup.

In some markets, especially the Irish market T-Bar dispense has been replaced with a bank of standard Tubular fonts. This creates a new modern retail environment but also creates challenges for Brand standout and communication.

The challenge to ADS2 was simple.

Brand presence

Rising to the challenge ADS2 faced 3 key problems to be solved:
How to manage installing an electrical cable.
Creating a lens proposition that would take multiple Brands.
The kit – how to fit the new branding as a simple installation in trade.

Every challenge is an opportunity. ADS2 worked from first principles – find a way of getting wiring in place, then design a method of managing and containing the wiring. Alongside this, the lens format and fixing system were designed and prototyped.

ADS2 team offer all resources the brand needs, from in-house design definition, engineering and rapid prototyping though to production ready CAD, manufacturing setup and production.
Our manufacturing experience embraces a host of materials, print and finishing processes, while our procurement knowledge and supply partners deliver competitive and affordable solutions.

We believe bespoke design is a valuable tool that's capable of transforming brands and the way consumers experience and interact with them. This is why everyday ADS2 help brewers, brand owners and retailers – such as Carlsberg, Beck's, Heineken, Somersby, Tuborg and more – to launch new products, shape perceptions, influence choice and otherwise stand out from the crowd.

Delivering a product plus

Celli UK shows again its ability and flexibility in the development of this project.

The retrofit kit for Diageo branding on the Tubular towers is simple and elegant in its execution.

The tower is untouched, the distinctive reverse printed injection moulded lens rests in a bespoke chrome plated bezel with integral lighting and a saddle clamp for retention onto the font. The wiring is pulled though the font and hidden behind a flexible conduit attached to the rear of the font.

Design for manufacture, delivering a product plus and most importantly elevating the Brand proposition in a very competitive market.

Brands need to stand out and a bespoke design will always draw attention in a crowded retail space. We aim to make is as easy as possible for customers to differentiate their brands from the industry competition, to reflect their values, and influence the way they are perceived by consumers. Bespoke design provides that added value that customer brands cherish so much and benefit from.

The elegant geometries and the play of colours are not lacking in this product thought of, exclusively for beer brands destined to stand out on bar counters of the best bars, pubs and breweries all over the world.
The iconic font, therefore, is recognizable thanks to its simple and straightforward design with a robust structure that allows each sponsored brand to be exhibited.

Elegant, refined and in complete harmony with any beer brand's style and positioning, it offers to consumers an exciting beer dispense experience that's perfectly in sync with the most modern and captivating bars and pubs.