Young’s has embarked on a major brand redesign which will bring a fresh new look to every pack in its entire range of fish products.

Young’s is probably the UK’s most long-standing food brand, with over 200 years’ continuous history. The new livery highlights Young's ‘Fish for Life’ messages about provenance and responsible seafood sourcing.

The design change will affect around 250 Young’s products altogether and is being introduced on a rolling basis, with all packs complete by August 2007. It affects all formats in both chilled and frozen ranges, from natural fillets and prawns to speciality seafood, smoked fish, battered fish and prepared meals.

James Turton at Young’s, says, “This fresh new design is intended to reinforce Young’s as a fish specialist and communicate the brand as a great choice - both for top quality food and for sustainably-sourced fish which everyone can enjoy with a clear conscience.”

The re-brand was undertaken for Young’s by Springetts.