Lauren Wedderburn

Guiness is a brand rooted in traditions and heritage, we created a visual system deeply rooted in their core values of legacy, community, and storytelling, carving out place for the creation of younger communities within the brand' ecosystem. a bridging the brand's heritage with the expectations of the next generation.

Guiness is a brand rooted in tradition, we created a visual system deeply rooted in their core values of legacy, community, and storytelling, carving out place for the creation of younger communities within the brand' ecosystem.

GUINNESS
5 months

Role

Experience Strategist
Brand Strategy
Interaction Design

Team

1 x Creative Director

1 x Visual Designer

1 x Product Manager

2 x Product Strategist

1 x Creative Director

1 x Visual Designer

1 x Product Manager

2 x Product Strategist

Challenge

Guinness faced the challenge of connecting with a younger, Gen Z audience while preserving its rich heritage and relevance across diverse global markets. The brand needed to modernize its digital presence and create engaging, interactive experiences that would resonate with this new generation without alienating its existing loyal customer base.

What I Did

As the lead product designer, I developed a new product strategy and design system to attract Gen Z to Guinness. Throughout the design process, I collaborated closely with Consumer Insights, Marketing, and Engineering teams to ensure alignment across all facets of the project. We introduced innovative interaction points with Guinness through an immersive microsite featuring AR experiences, a refreshed main site that prioritizes storytelling, and a design that places community at the forefront.