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Young’s is a homegrown London brewery that owns and operates nearly 120 pubs throughout London and the South East of England, each of them with their own individual character and style. In 2011, Young’s completed a multi-million pound refurbishment programme across all of its properties, modernising them for an increasingly cosmopolitan and discerning generation of pub goers.
Every Young’s pub has its own story as well as its own unique character, and each is unique to the community it sits in. The challenge was to create a range of pub signs that evoked the individuality of each pub.
With such a strong insight to begin with, the direction for design was clear: create signs with stories for pubs with soul.
Before we could begin, we had to get under the skin of every Young’s pub to discover what made it distinctive. The Castle pub for instance, used to have a theatre in the basement. So we used some stage lights to light up the ‘C’, rather than relying on a tired, traditional Castle image. The Albion sign in Fleet Street was created using traditional lino cutting techniques to reflect the area’s past in print and publishing. By approaching each sign with a craft as unique as the story it would tell, we were able to design bespoke signs that were unconventional and idiosyncratic, as well as refreshingly modern. Just like the pubs themselves.
“The results speak for themselves: our managers, staff and customers have all been hugely impressed with how bright and fresh the signs are, and are thrilled with the heritage and story that they evoke for the pubs. jkr has enabled us to create a design thread that links all the pubs to our brand, but at the same time tells a powerful and unique story for each building and location.” Gillian McLaren, Head of Marketing, Young’s & Co Brewery