Giles Heselwood Freelance Senior Artworker

ABOUT

Background
Young’s is a homegrown London brewery that owns and operates nearly 120 pubs throughout London and the South East, 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.

The brief
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.

Creative idea
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 the Young’s pub communities and unearth the distinctiveness within each. The Castle pub sign in Tooting High Street, for instance, reflects the pub’s history as a theatre through the modernly illustrated stage lights which light up the ‘C’. The Bull & Gate sign in Kentish Town on the other hand, echoes the juxtaposition of old and new that occurs within the pub itself. This story is brought to life through the vintage etching of a bull, laid over with a bold contemporary print, bringing us right up to date again.

By seeking out the stories that made each pub unique, we were able to create 94 sign graphics that were unconventional and idiosyncratic, as well as refreshingly modern. Just like the pub inside.

Date created: June 2015 2015-06-01T00:00:00+0100
Date published: 6 April 2017 2017-04-06T11:27:46+0100

MADEIT CREDITS

  • Young's & Co BreweryClient
Project featured: on 6th April 2017

Young's: Signs with Stories

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