It’s an unwritten universal law that graphic design and cask ales are not the best of friends. Your local boozer tends to have about as much visual charm as a primary school tea towel; menus cobbled together by the landlady on her afternoon off and laminated in the local post office. The more highbrow establishments tend to opt for the ‘master’ chalk-writer approach, decorating their A-boards with grotesque monochrome sausage and mash or a frothy pint of bright white beer. Not good.
So we’re delighted to see a progressive pub join forces with a graphic design studio that we’ve got a lot of respect for. Purpose studio have recently collaborated with The Armoury in south London to refresh their identity and create a suite of promotional materials to mark the pub’s new direction. The new logotype and identity is tasteful, restrained and bears not a hint of the ‘Olde English’ influence we’re so used to seeing in failed hospitality re-brands. If the beer’s as good as the branding then The Armoury should be staring down the barrel of a very successful future.