With the advancement of brewing technology, HITEJINRO finally has enough confidence to introduce new type of beer, ale, in Korean market. Ale is a type of beer which is widely enjoyed in England for a long time. The name ‘Queen’s Ale’ also came from the fact that Queen Elizabeth I of England has enjoyed drinking ale. To depict the rich taste of ‘Queen’s Ale’ the label design adopted vintage feelings of street sign of traditional English pub. Two different types of beer, blonde & extra bitter, were graphically differentiated through color variation.