Responses by Salt + Pepper
Background: Tucked away in the former industrial heartlands of North London, you’ll find Hornsey Shed, a pop-up café, bar and music venue. Our task was to create branding and promotional materials that would appeal to the local audience while also placing Hornsey Shed on the map in the wider London events scene. We wanted to encapsulate the area’s history as well as the more suburban feel that the neighborhood now assumes.
Reasoning: The typographic identity takes its inspiration from the rich industrial heritage of the area while the muted color palette reflects its present-day character as a leafy, residential pocket of the capital. With artsy Crouch End to the west and the up-and-coming Haringey Ladder to the east, the design speaks to audiences from both sides of the railway tracks with its aspirational yet modern qualities.
Challenges: Balancing the line between old and new. We wanted to acknowledge the heritage of the location while still creating a brand that feels modern and current. We didn’t want it to feel pastiche or like a direct copy, but instead give a subtle nod to the working history of the area.
Favorite details: As a Crouch End–based duo, we always seek to celebrate our local community and the businesses within it, so working on a project that also embraces its locality was rewarding. By integrating the history of the area with our own experiences of living and working there, we were able to produce a brand that would be relatable to locals while also standing up on a bigger stage.
Visual influences: Due to its location so close to the train tracks and surrounding railway depots, the railway was a huge inspiration on this project. Hornsey’s industrial past is perhaps not as well-known as other parts of London, such as King’s Cross or London Bridge, since it is also more residential and suburban in its nature. This gave us the chance to look to the local area for inspiration and to the communities built around such a diverse and characterful corner of North London.
Specific demands: Since the venue did not even have a name when we began, we were able to mold the project right from the start. Taking it from strategic concept creation through to the design of printed collateral gave us full reign over defining its identity. For example, the early decision to use natural materials informed the design of each item to give the brand a unified and utilitarian feel.