Essex Brewery

Attracting hipster homebuyers

Client

Metropolitan Thames Valley

Project

Essex Brewery

Services

Brand identity, Destination story, Design, Copywriting, Web, Print management

Sector

Property

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.

Background

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.

Essex Brewery Shapes

A clean contemporary symbol fused the history of the site with its modern reinvention. An abstracted sheaf of golden barley formed by simplified house silhouettes.

Essex Brewery Brochure
Essex Brewery Brochure Spread

Sourcing the original typeface used to advertise the brewery in the 1800s added bold authentic character

Essex Brewery Area
Essex Brewery Area Map
Essex Brewery Map
Essex Brewery Property Inserts
Crafted For You
The Perfect Blend
Essex Cafe Shop
Crafted For You - Brochure Spread
Essex Brewery Branded Tote Bag
CGI Essex Brewery
Essex Brewery Internal CGI
Essex Brewery Branded Hoarding
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