The Essex Brewery

OVERVIEW Crest Nicholson are a developer of homes and communities of over 50 years. This development, in Walthamstow, is a collection of one, two and three-bedroom homes, nestled in one of the most vibrant and eclectic parts of the capital. Divided by a picturesque public area, featuring restaurants and retail, the apartments are set around an inner courtyard, with some residences having access to a peaceful garden terrace. BRIEF Sitting on the site of the former Essex Brewery Tap in Walthamstow, this residential development required a brand to sit alongside the unique companies and individuals in one of the most vibrant and eclectic parts of London. The brief was to create an identity and marketing materials to sell affordable property whilst also reflecting the individuality, craftsmanship and personality of the area’s rich human tapestry. RESPONSE Celebrating the location’s brewing heritage, a beer label identity was created, inspired by an architectural detail. A bright palette and whimsical illustrations by Andrew Joyce, brought the brand to exuberant life with playful words and eye-catching photography by Jenny Lewis. History too, was celebrated. A richness and authenticity gave the collateral a very human feel and encouraged the buyer to be a part of, support, and celebrate the area and its unique economies. Materials produced included brochures, bags, individual floor plans, press advertising and beer mats while guidelines and a “hard to miss” hoarding were also produced in a short time for an successful launch within a limited timeframe and budget.