The Plant brands new Foxlow restaurant

The Plant has created the identity for Foxlow, a new restaurant from Hawksmoor founders Will Beckett and Huw Gott.

Foxlow

Foxlow opens on 14 November in London’s Clerkenwell, and features interior designs by Macauley Sinclair.

The Plant founder Matt Utber says the aim of the Foxlow launch is to create ‘a neighbourhood restaurant’.

Foxlow menus
Foxlow menus

He adds, ‘The identity is all about the location, it’s about giving it a neighbourhood feel.’

The Foxlow name has an indirect link to Hawksmoor. Utber says, ‘Foxlow is a valley with foxes, where as Hawksmoor is obviously a moor with hawks, so it feels like they’re from the same family.’

Postcards feature maps of the local area
Postcards feature maps of the local area

The Foxlow identity features a link to the location, with the inclusion of street numbers, and also references Victorian retail designs, such as butcher’s shops.

A large clock has been installed on the restaurant frontage, while maps of the local area feature as collateral and are also framed and hung in the restaurant.

The new Foxlow clock
The new Foxlow clock

The typeface is based on British humanist faces, according to Utber, while a ‘simple’ graphic device has been developed for use throughout the identity.

Other touchpoints include bound menus and swing-tags printed on thick sugar-paper.

Tags are made from thick sugar-paper
Tags are made from thick sugar-paper

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