A Decade of Brewing
After nearly a decade of brewing high quality, popular British beers, the husband and wife dream team behind the East London Brewing Company are evolving their brand, to stand out in an increasingly competitive national and international market.
Founders Claire Ashbridge-Thomlinson and Stu Lascelles asked designer Clare Skeats to refresh their ELB logo, retaining its roundel device and building on the brand’s East London roots. Her journey through East London began at an artist-run, open access studio.
Clare explained: “East London is known for its industrial past, which resonates today in the form of the many makers and artists who are based here – some of whom are reviving traditional crafts and skills. This also connects to what East London Brewing Co themselves are doing within the craft of brewing. I decided to work with Simon Goode at the London Centre for Book Arts, in Hackney Wick, which was once the heart of London’s print industry.
I had the idea to reference the typographic language of East London’s industrial heritage; the robust grotesques that were commonly found around the docks and railways in the 1800s. Luckily, amongst LCBA’s collection of wood type, I found the perfect letter forms, which Simon and I letterpress-printed to form the basis of the logo.