The Ten Bells, London, UK

A fresh identity for an ancient East London landmark

The Ten Bells is a Spitalfields institution. This candlelit pub has been here since 1666. But how do you capture 350 years of history in an identity? Our approach was to celebrate the aspects of the past that connect with the present.

The wordmark, with its subtle serifs, recalls a famous London typeface, while the circular brandmark doubles as a seal of approval when embossed on menus. To emphasise the quality of the food we commissioned a series of still life photographs in the vanitas style of Renaissance paintings. A genre that once symbolised transience now speaks of East End timelessness.

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