Switchboard Charcuterie + Winery
Story: A hypothetical brand for a food hall concept based in a very real location. The project forms as the starting point for further imaginary eateries based inside the vacant Hanley Telephone Exchange. Hanley in Stoke-on-Trent is a town depressed from the 20th century collapse of its primary coal, steel, tyre and pottery industries. The Hanley Telephone Exchange is a rare surviving grand relic of the town’s former prosperity and retains almost all of its original ornate features. Its size, layout, intriguing decor and prominent position relative to other fledgling restaurants and bars make it an ideal candidate to house a food hall akin to Manchester’s Mackie Mayor, or Altrincham Market. Food halls allow for small independent vendors to set up in chic premises with shared facilities and in prime locations which are otherwise too costly to venture into and attain alone. Theses lively co-ops permit customers with all manner of food and drink preferences to relax and dine with family and friends without the issue of whether everyone agrees on the menu. They play host to everything from steakhouses and taquerías to noodle bars and coffee shops, offering plenty of vegan and vegetarian options too. Branding Concept: Two colours and two fonts keep things nice and simple, which contrasts with the complex grunge aesthetic of imagery and icons. The secondary typeface is Courier New while the logo and any headings use Backspacer OT. With this primary font, the round style is reserved for anything related to food while the square type is for drink and non-food bits and pieces. The overall aesthetic pays homage to the town and Telephone Exchange’s industrial heritage, blending vintage type with decaying imagery reminiscent of the building and surrounding area’s extensive period of neglect. The aim is to highlight the potential of developing old buildings in areas where jobs, dining and entertainment opportunities are sparse. Full project on my Behance page: https://www.behance.net/gallery/114755693/Switchboard-Charcuterie-Winery-Restaurant-Concept?share=1