From:Packaging News

The transformation of the label design for Young’s Special London Ale has been awarded a coveted silver medal in the International Beer Challenge 2015.

Hundreds of beers from across the world entered this year’s beer design and packaging award category and those which impressed judges were awarded either a gold, silver or bronze medal.

Young’s Special London Ale took home a silver for its modern new look which rolled out as part of a wider rebrand for the Young’s beers range in 2014.

The makeover aimed to bring this legendary beer firmly into the 21st century, making it more eye catching and relevant to the modern ale drinker without isolating loyal Young’s fans.

Emily Hudson, marketing manager for English Ales at Charles Wells which brews the beer said: “Young’s Special London Ale is steeped in history with respected brewing credentials.  It’s a fantastic beer but with so much choice at the bar and on shelf, it was being overlooked by younger drinkers.  We wanted to bring this cult beer to a new generation and the new design had to create a contemporary, stylish look while clearly signifying the London heritage, and quality brewing associated with the beer.”

Charles Wells Brewery enlisted the help of specialist design agency JKR to create the new look.  The award winning label design for Young’s Special London Ale now features a striking illustrated map of London city created in modern street art style.

Hudson continued: “The new illustration for Young’s Special London Ale not only celebrates the history of the beer, but is on trend with modern design and has fantastic standout on shelf to open even more customers’ eyes up to the beer and encouraging them to try this respected classic”.