Attracting hipster homebuyers
Client
Metropolitan Thames Valley
Project
Essex Brewery Place Brand
Services
Sector
The Brief
Essex Brewery is one of Metropolitan Thames Valley's latest developments, located on a former brewery site in Walthamstow, East London.
This development is targeting young professionals and couples who love the authentic and diverse elements of London, the brand needed to express authentically alternative living that feels honest, on trend and finely crafted.
The site's brewery roots date back to 1859 when the steam-powered Walthamstow Brewery was built in St. James Street. The building itself was demolished in 1975, but there are still signs of the brewery’s existence in the immediate area. A nearby pub – now abandoned, having been a nightclub in recent years – also bears the brewery’s name.
The Solution
Our identity played with the site's rich brewery history, appealing to the target audience's deep-rooted love for all things genuinely artisanal and crafted.
By researching genuine vintage Victorian advertising and typography from the original brewery, we retained the sense of history and authenticity so crucial to this audience. These more traditional crafted elements were then juxtaposed with a clean, contemporary style. The result is a non-corporate look, which features an uncluttered yet bold presentation of just the right mix of engaging and edgy.
Attracting hipster homebuyers
The Brief
Essex Brewery is one of Metropolitan Thames Valley's latest developments, located on a former brewery site in Walthamstow, East London.
This development is targeting young professionals and couples who love the authentic and diverse elements of London, the brand needed to express authentically alternative living that feels honest, on trend and finely crafted.
The site's brewery roots date back to 1859 when the steam-powered Walthamstow Brewery was built in St. James Street. The building itself was demolished in 1975, but there are still signs of the brewery’s existence in the immediate area. A nearby pub – now abandoned, having been a nightclub in recent years – also bears the brewery’s name.
Essex Brewery is one of Metropolitan Thames Valley's latest developments, located on a former brewery site in Walthamstow, East London.
This development is targeting young professionals and couples who love the authentic and diverse elements of London, the brand needed to express authentically alternative living that feels honest, on trend and finely crafted.
Our identity played with the site's rich brewery history, appealing to the target audience's deep-rooted love for all things genuinely artisanal and crafted.
By researching genuine vintage Victorian advertising and typography from the original brewery, we retained the sense of history and authenticity so crucial to this audience. These more traditional crafted elements were then juxtaposed with a clean, contemporary style. The result is a non-corporate look, which features an uncluttered yet bold presentation of just the right mix of engaging and edgy.
“Metropolitan appointed Better as lead agency as we were really impressed by their process, experience, passion and energy. Following their work on the place brand for our flagship development at Clapham Park, we are also looking forward to working with Mark and the team at Better to develop scheme led brands for a number of our other development projects across the South.”
James Chatt Collins
Sales and Marketing Director, Metropolitan Housing