Trevor Jackson brands The Clove Club restaurant

Trevor Jackson has created the branding for The Clove Club, a new restaurant sited in east London’s Shoreditch Town Hall.

The Clove Club logo
The Clove Club logo

The restaurant will be the permanent home of founders Daniel Willis, Johnny Smith and chef Isaac McHale’s former Dalston-based Clove Club supper-club, and features interiors designed by the trio alongside Mango London Architects.

The Clove Club branding symbols
The Clove Club branding symbols

The branding uses a monochrome logo and triangular graphic symbols, which Jackson says represent the naturally sourced ingredients used by The Clove Club chef, McHale.

The Clove Club menu, reverse side
The Clove Club menu, reverse side

The symbols are shown across all menu and stationary items, with treated photographic images of the relevant elements on the reverse of the printed material. All printed collateral uses two key colours from the restaurant’s interiors – grey and a dark blue.

The Clove Club menu
The Clove Club menu

The triangular graphic devices are also seen on The Clove Club website, which was designed by Trevor Jackson in conjunction with James Smith.

The Clove Club card
The Clove Club card

Jackson says, ‘All [McHale’s]culinary inventions are as radical and modern as they are traditional, and the restaurant’s identity needed to reflect this. I customised Rotis Serif for the logotype and standard versions of the font are used for menu and contact information.’

The Clove Club restaurant and bar is part of the regeneration of the town hall building into a theatre and arts space.

The Clove Club interiors
The Clove Club interiors

The interiors use what The Clove Club describes as a ‘simple and classic’ design, sensitive to the building’s original Edwardian features. Furniture pieces include original boxing spectator chairs from the assembly hall’s former life in the bar area and bentwood chairs in the restaurant space.

The Clove Club interiors
The Clove Club interiors

Blacksmith Joe Morris created black steel frames for the tables, which use reclaimed Georgian timber, while potter Owen Wall created The Clove Club’s tableware.

The Clove Club stoneware plate and bowl
The Clove Club stoneware plate and bowl
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  • Tony Marks November 30, -0001 at 12:00 am

    Those are aristotelian symbols for elements: Air, Earth Fire and Water.

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