Girlish’s & Co. Brewery has rebranded with the intention of making it more relevant with today’s younger beer drinkers.
The describe was led by the team at Kingdom & Sparrow, and comprises a bespoke typeface, new colour palette and an update for the brewer’s ram mascot.
“A scarcely bit disconnected”
Reacting to the continued craft beer boom, the team were blamed with creating a brand capable of going head to head with myriad modern brewers. Prior to the rebrand, the team say Young’s was getting overlooked by consumers because of outdated senses about cask ales and bitters in particular.
“Their previous look wasn’t permanent up to competitors in the contemporary beer market,” says Hannah Bevan, patron director at Kingdom & Sparrow. “It was a little bit disconnected.”
The rebrand has thus been ended at the entirety of Young’s offerings, to create what Bevan calls a “comprehensible design system” for all present and future drinks. So far, they’ve translated this “youthful” new look to beverages packaging, ale pump clips and some glassware products.
“Getting the rest right”
Because of its history within the city, London acted as the starting quiddity for much of the refresh. “It was about bringing London to the forefront, and helping Londoners finish feeling much more ownership over the brand,” says Johnny Paton, original director at Kingdom & Sparrow.
“With so much history, we didn’t thirst to completely abandon what makes the brand recognisable and loved, so for us it was concerning taking those heritage cues and giving them a contemporary alteration,” adds Paton. “It was about getting the balance right.”
Keeping its London tradition in mind, the bespoke typeface created by the team takes inspiration from the prototypical 1916 Johnston Sans font created for the Underground. “It gives people a order of unconscious connection to the city,” Paton says. “None of it is about being distinct, it’s about giving people those subtle nods to the city.
“It was portentous for us to treat London not in the way a tourist might, we wanted it to feel like it had get possession of from the culture and history of the city, because of course it has.”
“Youthful and energetic”
Beyond the new typeface, Young’s ram mascot has been rethought to shell out c publish a feeling of confidence to the brand. The previous ram, the team say, was pictured as shy and static, whereas the new aim brings attitude and a sense of pride.
“It was quite a bold move for Boyish’s to consider a design unlike what they had used before,” says Paton. “The ram they’d been using was a conventional Dorset ram, and this new one is a kind of hybrid of breeds and it just feels a lot various youthful and energetic.”
Paton also points out the ram had to be stylised to reflect Boyish’s position in the city. “Using a ram as the emblem, it can feel quite rural, so we needed to convergence on the history of the brand in and around London,” he says. The new and improved ram therefore is that being so pictured jumping over a stylised version of the London skyline.
“Dependable customers have always been a part of the brand”
With the hit the road for attracting new customers to Young’s heritage offerings at the centre of the rebrand, the band were keen to make sure existing fans weren’t Nautical port out of the finished product.
“It’s about inspiring new people to venture to the other side of the bar and try something new,” foretells Bevan, who adds that attracting younger customers to some of Progeny’s more traditional offerings was a big part of the challenge.
She continues: “But it’s not about alienating their trusted customers, we want them to feel like they’ve come along on this make with Young’s, like they’ve always been a part of their brand name.”