New Freedom design by Barber Osgerby

The Freedom Brewing Company is developing its second micro-brewery site designed by Barber Osgerby Associates. Further openings of the chain are being considered.

The London brewer, which has just relaunched its Freedom Beer brand with a reworked identity by The Ideas Factory, will have a presence at Ganton Street in London’s Soho from November. The bar will be an extension of the format originally created by BOA for Freedom’s Covent Garden venue, which opened in May.

Freedom Brewing Company managing director Philip Parker says: “We want to find several pockets of opportunity to develop the Freedom brand.”

Advertising has been dropped in favour of the current rebranding and expansion initiatives, he adds.

Parker explains that he wants to give consumers a hands-on experience of the beer, but without becoming another chain of theme bars.

“The Soho site will have a little bit more brushed steel than the original in Covent Garden to give it more of a working feel,” he says of the interiors.

The Victoria and Albert Museum recently asked for some of Freedom’s Covent Garden furniture by BOA for its archive.

Parker says the Freedom identity was refreshed for two reasons – firstly to give the branding a lift and secondly to retain the core values which had already been established by other elements in the campaign. “We wanted to visualise it subtly,” adds Parker.