The Cellars
Based in Crouch End in north London, the owner of The Crouch End Cellars, Andrea, came to us knowing it was time for a change.
The people in the area were getting younger, and he had ambitions for building a business that better reflected what he was interested in: fresher, more seasonal, and more vibrant.
Brand identity
Print and packaging
Digital media
Web design
Web build
Signage
Strategy
One of the defining characteristics of The Cellars is abundance of variety. It’s a shop driven by the personality of those running it, who encourage people to discover what’s new, fresh and seasonal. The strategy for the brand was built around this eclecticism.
The overarching idea is "for the curious". It's a space to discover, try new things, and embrace the seasons.
Naming
When working on our strategy
for the brand, two themes quickly emerged: encouraging curiosity, and feeling rooted in the community. A combination of both of these informed our first big decision with the brand – the name.
Whether it’s weekly regulars or occasional shoppers, to the locals the brand was always The Cellars. We knew that if we were to tell the authentic story of this shop, that would be the place to start.
Typography
Inside, The Cellars is very much a living, breathing thing. There’s a mix of textures, materials, and colours from the fittings that have been built upon over the years. This, combined with wanting to hero the huge variety of products in the shop, lead us to a design solution that felt broad and eclectic.
We developed a type system using two different typefaces, across 6 different weights, and introduced graphic devices derived from the markings found on the bottom of product packaging within the shop.
Graphic devices
Referencing the variety of materials inside the shop extended to being used as a background for the in-house wine labels, each of which featured a texture taken from various parts of the shop like floors and counters, as well as developing a standalone cellar icon for the brand.
Website
We rebuilt The Cellars' online presence from the ground up, moving them to a custom built Shopify site.
