The brief was to create a unique customisation mechanic that would allow visitors to take home a fun, one-of-a-kind Guinness keepsake to celebrate Summer 2026.

Designed to be applied to any jersey, the spot illustrations allow visitors to become co-creators, combining custom lettering, numbers and graphics to produce something that's truly one of one.

We developed a bespoke typographic system, including custom lettering and numbers, alongside a collection of original illustrative motifs created specifically for the experience. Designed in-house by Jacob Burrill, the artwork celebrates the intersection of Guinness, football and summer through a playful, distinctive visual language.

Creative direction, production & project management by Good Shout Studio

Artwork by Jacob Burrill