Brewer St. Brand Identity
A coffee brand to stir up interest...
We delivered: Naming / Logotype / Bespoke typeface / Menus / Tableware / Uniform
Fuller’s brewery saw an opportunity to boost off-peak morning and afternoon sales by offering freshly brewed coffee. With other pub venues offering well-known brands such as Costa, Illy and Lavazza, Fuller’s product needed a credible brand image with instant authenticity and an urban feel capturing the essence of coffee from the street.
We were asked to create the brand from scratch, starting with
the name and progressing onto menus, table-wear and uniforms.
We developed a concept based on the name Brewer St, with imagery featuring the ceramic tiles used in old London street names. This association gave the brand urban authenticity and the name cleverly created a direct link between coffee brewing and Fuller’s brewing heritage. Abbreviating ‘Street’ to ‘St.’ we replaced the full stop with a coffee bean and we highlighted the ‘St.’ in key words such as ‘boost’, ‘roast’ and ‘barista’.
Using a bespoke redrawn alphabet and period imagery such as an etched pointing hand, we also designed a complete range of point-of-sale material.
Brewer St. coffee was launched in 12 Fuller’s pubs around London in 2012. Following its sales success, it is now served in over 75 Fuller’s pubs in London and Surrey.