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At the heart of every project, there is
a campaignable idea that expresses
our clients proposition in a simple,
confident and compelling manner.

The Tokenhouse Brand Identity

A solution that’s on the money...

We delivered: Logo & logotype / Menus / Print advertising / Launch invitation / Signage

Brief

Fuller’s planned to launch a new gastropub in the heart of London’s banking district. The Tokenhouse takes its name from an old city building that distributed farthing pieces, or tokens, during the 17th century. The brewer needed customers to instantly engage with this new concept and feel intrigued enough from the exterior to venture inside.

We were brought in to work alongside the interior design agency to create a distinct look that had authenticity with a modern spin. We then needed to apply this identity to the exterior signage, posters and a suite of menus inside.

Solution

Based on the heritage of the Tokenhouse name, we devised a logo featuring a coin bearing the inscription ‘The Tokenhouse Estd 2012 No 4 Moorgate’. An etching of a beer hop reinforced the brewing connection.

Our pub sign featured a spinning coin and we created a stamped coin that could be hand-embossed onto menus, drinks-lists and cards. Adapting the coin device to other uses, we also created a launch invitation with the caption ‘A Token gesture’ – as a hint to free incentive to visit on the night. We also designed a set of posters to communicate specific messages. ‘Open ‘till late’ featured a coin representing a full moon, while ‘Serving breakfast from 08.00’ used a coin to represent the rising sun.

Results

The Tokenhouse was packed during launch-night, and the gastropub continues to attract locals and visitors from further afield.

The identity design has also captured the attention of bloggers, spreading awareness beyond costly conventional marketing channels.

Opening night invite