The best-selling beer of all time in Ireland, Guinness, is celebrating its 250th birthday with a renewed can design. The Guinness redesign is part of a complete global branding event that also includes parties and charity events.

Created by the design firm Jones Knowles Ritchie, the Guinness redesign encompasses a new way of representing the iconic brand. The brand’s traditional harp emblem is bigger and bolder to provide for a more focused brand message. Research has already been done as to the effectiveness of the Guinness redesign. The Die Line notes, “The new design increases quality perceptions via deceptive simplicity and is significantly more noticeable on shelf than its competitors.”