IDENTITY

Brewing group Fullers will be taking on chains such as Slug and Lettuce and All Bar One with its modern pub concept, The Fine Line, which launches this month.

Initial branches are in London’s Fulham and Battersea, and a national presence looks likely for the brand. Further London venues, including sites in Clapham, the City, Bow and Canary Wharf, are scheduled.

The chain, created by Design House, is aiming to attract women drinkers. It also intends to become an all-day venue, rather than one which attracts most of its custom in the evenings.

Several names, including Full Circle, were considered for the chain before The Fine Line was settled on. Design House senior designer Andrew Paterson says the choice then inspired the visual elements of the concept.

A two-tone theme, with the colours divided by a fine line, runs through the chain’s identity and literature. ‘It’s warm and attractive, but sophisticated too,’ says Paterson. ‘It’s all about the balance of the two colours, reflected in them butting up against each other.’

The theme has been followed in staff recruitment material, which revolves around the idea of whether a glass is half empty or half full.

Designer: Design House

Client: Fullers