UN:IK Clothing approached us to develop a series of British summertime–inspired apparel designs for their 2025 collaboration with Guinness. The range set out to celebrate the quirks, rituals and routines of a Great British Summer – that unmistakable mix of optimism, humour and determination to enjoy ourselves, whatever the weather.
Rooted in the campaign idea of insisting it’s a “lovely day” regardless of grey skies or drizzle, the brief called for a playful take on iconic British summer moments: seaside trips, park meet-ups, beer gardens, festivals and BBQs that go ahead come rain or shine. Rather than focusing on the negatives of unpredictable weather, the collaboration aimed to champion togetherness, community and shared experiences — values that sit at the heart of both Guinness and the UN:IK brand.
Our creative approach focused heavily on the British seaside, an environment rich with nostalgic character and instantly recognisable visual language. This became the foundation of the design direction, with typography playing a central role. We drew inspiration from classic coastal lettering and signage found across the British Isles — from Mr Whippy vans and fish and chip shops to arcades, pier signage and sticks of rock. These familiar references carry a sense of charm, humour and timelessness, making them a natural fit for the campaign.
Through extensive moodboarding, we explored and curated a range of traditional lettering styles, allowing us to confidently combine three to four contrasting typefaces across the collection. This typographic layering created a retro, playful and expressive look, while still feeling bold enough to sit alongside Guinness’ iconic branding. The result was a set of designs that felt nostalgic yet contemporary — capturing the spirit of a Great British Summer and bringing it to life through wearable, character-driven pieces.
The project resulted in five final designs, rolled out across a broad product range including t-shirts, sweatshirts, caps, tote bags, iPhone cases and beach towels. Following a successful initial launch, the collection expanded into the A/W season, with designs adapted for hoodies to suit the colder months. The collaboration was later introduced in the Guinness Open Gate Brewery in London, extending the reach of the range and reinforcing its connection to the Guinness brand experience.
