Since first being brewed in 1993 and with the recipe remaining the same throughout the past 27 years, the branding for Yankee, our flagship pale ale, has undergone several makeovers and tweaks in this time, with the last change having been made back in 2012.
Now, eight years on, we’ve decided to refresh the design once again and are delighted to reveal the new look of Yankee, which you’ll soon see on bar tops and shop shelves over the coming weeks.
We’ll be delivering brand new pump clips and keg badges with all casks and kegs delivered as the hospitality industry starts to open up again and are asking all of our customers to confine any point of sale material that carries the old branding they might have to the archives – helping us to increase the visibility of the new design. We have also recently taken delivery of brand-new printed cans that will be being filled as of today (June 29th) and will be making their way out to customers as stock of the old design begins to run down.
The name of the beer has always reflected Rooster’s pioneering use of modern US hops all those years ago and the fact that it was one of the first, if not the first, beer in the UK to showcase Cascade. It still proves to be one of the most popular beers we brew and, in short, is a modern classic.
When approaching the redesign, we kept this mind and have intended for the new logo to have a timeless look to it. The font used, a complete departure from the previous script font, is a nod to an old Yankee design from the 1990’s with the name written in block capitals, as we recognise the heritage of the beer whilst also giving it a revamp and a bolder overall appearance.
Published June 2020