I’ve always felt that Lovely Days were anything but perfect.

They weren’t about beautifully served pints, poured with exactly the right amount of foam. If anything, they were the opposite: plastic cups at festivals, warm cans before a match, beer spilling everywhere when your team scores.

The idea was to build a flexible visual system for Guinness that could capture those imperfect, real-life moments across markets, occasions and different expressions of the “Lovely Day” platform.

First launched through an outdoor campaign in Ireland over the summer, the system is now being rolled into Guinness’ Premier League activity, with further work planned across Africa and Asia.