With the core brand message of ‘Take London Head On’, we took Young’s on a bold journey. We created a series of confident and engaging brand assets to help eliminate younger consumer’s perceptions of cask ale and stand up to competitors on the bar and shelf, including a bright colour palette and a handcrafted, bespoke typeface with heritage London cues. Most notably, we’ve injected some attitude into Young’s iconic ram emblem. Previously depicted as static and shy, the new hand-drawn ram leaps confidently over the London skyline.
We brought all of this together to create a consistent, coherent design system that would stand up to contemporary competitors and connect with consumers across all formats and beer styles. The result was a brand that was revolutionary for the brewery but has classic bones to stand the test of time.