Underscore brands Robert Plant’s son’s Beavertown Brewery
Underscore has designed the branding for Beavertown Brewery, an artisan brewery in east London’s De Beauvoir established by Led Zeppelin frontman Robert Plant’s son, Logan.
The consultancy was appointed to the project last summer following a creative pitch against four or five other consultancies, according to Underscore director Neil Stanhope.
The Beavertown Brewery brand will initially comprise three products - 8Ball Smogrocket and Neckoil, an IPA, a Porter and a session beer. These will be sold in the Duke bar in east London that opened last month, established by Plant and Off Broadway cocktail bar owner Byron Knight. The Duke interiors were created in-house, and feature works from local artists and bespoke-made furniture.
Underscore’s branding draws on the heritage of Plant and Knight, from the Midlands and America respectively, as well as taking cues from the east London location. The Beavertown name is a by-gone Cockney colloquial reference to De Beauvoir.
Stanhope says, ‘It’s deeply rooted in the east end - we were looking to create something that had depth that would be resonant of the place Beavertown.’
The identity features hand-drawn bespoke typography, and sun and moon icons alluding to the ‘past and future calling’ of the brand owners.
Stanhope says, ‘The typeface has a distressed, American feel to it to link in with the history and make it feel more established. It’s driven by the idea that [the owners] are maverick traditionalists - that juxtaposition creates something unique. The sun represents the creative energy - it’s the message that they’re ignited a fire that can’t be contained.’
The identity will be shown across the bottles and bar pulls, as well as a website designed by Underscore which is due to launch over the next couple of weeks. It is hoped that following the initial range, Underscore will work on branding for further products with a view to launching them into mainstream retailers.