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A fresh take on great tradition

Articulating the core values and philosophy of a brand that always looks to the future whilst remaining true to its heritage.

From its beginnings in 1845, Fuller’s had always been an independent family brewer. Now a large and diverse business including pubs, hotels and brewery producing world-famous brands such as London Pride, it had become essential for Fuller’s to present a consistent face to the world, across all of sides of its business.

Fuller’s understood that this process must start on the inside. This wasn’t about changing who Fuller’s was. It was about ensuring people both inside and outside of the business could more strongly see and feel those characteristics so unique to Fuller’s.

Fullers Brand Image
Fullers Brand Image

Plum Brands worked closely with Fuller’s executive team and Board to define the Fuller’s values and develop a story around the “Fuller’s Philosophy” – an encapsulation of what Fuller’s stands for and articulation of what Fuller’s feels like both as a brand and as a culture.

This would not only drive culture internally; it would also provide a unifying story to inform the way Fuller’s talks to customers externally – the independent family brewer who brings fresh interest, unique character and true authenticity to the worlds of beer and hospitality.

Fullers Brand Image

From its beginnings in 1845, Fuller’s had always been an independent family brewer. Now a large and diverse business including pubs, hotels and brewery producing world-famous brands such as London Pride, it had become essential for Fuller’s to present a consistent face to the world, across all of sides of its business.

Fuller’s understood that this process must start on the inside. This wasn’t about changing who Fuller’s was. It was about ensuring people both inside and outside of the business could more strongly see and feel those characteristics so unique to Fuller’s.

Fullers Brand Image

Plum Brands worked closely with Fuller’s executive team and Board to define the Fuller’s values and develop a story around the “Fuller’s Philosophy” – an encapsulation of what Fuller’s stands for and articulation of what Fuller’s feels like both as a brand and as a culture.

This would not only drive culture internally; it would also provide a unifying story to inform the way Fuller’s talks to customers externally – the independent family brewer who brings fresh interest, unique character and true authenticity to the worlds of beer and hospitality.