When London restaurant, The Ten Belles, needed a brand facelift, they called upon expert design studio Blacksheep. Formerly basecamp of The Young Turks food collective, the Spitalfield institution (est. 1666) now focuses on retaining its legacy by showcasing brilliant seasonal cooking whilst reconnecting with the buildings great historic past.
Blacksheep’s aim for developing a new brand focused around highlighting Ten Belle’s rich hertiage in a different light. The Blacksheep team pulled inspiration from the colorful stories that surround the iconic pub while also breathing new, modern life into the brand. Subtle contemporary touches were added to bring relevance and reflect the dynamic clientele and the ever-evolving neighborhood of East London.
The newly crafted word mark is influenced by a famous London typeface, small serifs on the painted signage reference back to the historic exterior. In addition to the word mark, a circular typographic brand mark reinforces its position as a London institution; embossed on all menus and printed collateral it is a subtle makers mark suggesting ‘seal of approval’. Simple black and white tones, the use of black on black together with the combination of traditional yet modern typography elevate the classic surroundings, stunning tiling and Victorian details that are found throughout the building.
The establishment’s new photography, inspired by renaissance ‘vanitas’ still life paintings, honors the authentic and seasonal produce of the restaurant upstairs at the Ten Bells and touches on contrasts between light & dark, construction and deconstruction.