Mustard Branding a new coworking destination
Manchester based Kelsall Architects had acquired a grade 2 listed building in Stockport. They were in the process of sensitively restoring it to its former glory and creating a new co-working space. They required help with their branding so appointed design studio Superfried.
It was important for the identity to connect to its location in some way. Achieving this was aided by the very distinct characteristics of the building. Located in the cobbled road Little Underbank, below St Petersgate Bridge, it encloses an unusual, public stairway to the road above. This was intriguing and led to the initial idea.
Stairs provided a great option for simplified, bold graphics. The connotations of upward progression was also apt for the nature of the business. Experimentation with graphic forms led to the realisation of an abstract, hidden 'M' to represent the name.
Looking at the typography, most standard fonts were struggling to sit well with the robust, angular marque. Modifications still did not click. Consequently, an experimental, bespoke logotype was created. For further distinction and connection to the marque, the incision detail was continued through the letterforms. This also provided a subtle nod to the well known phrase – cut the mustard.
Carrying the branding scheme across collateral, the marque provided numerous options for experimentation with patterns or graphic devices. This freedom of expression was essential to represent the eclectic mix of professionals they would like to attract for the space, also allowing room for the brand to grow and evolve in the future.
- Graphic Design
- Art Direction
Press + awards
Superfried was particularly keen to understand the nature of our business in order to create a relevant brand image. We expected a creative solution to our project and we were not disappointed!
Naomi Kelsall . Director