Mustard Branding a new coworking destination

Manchester-based Kelsall Architects had acquired a grade 2 listed building in Stockport. They were in the process of sensitively restoring it to its former glory and creating a new co-working space. They required help with their brand identity so appointed Manchester design agency Superfried.

It was important for the brand identity to connect to its location in some way. Achieving this was aided by the very distinct characteristics of the grade 2 listed building. Located on the cobbled road, Little Underbank below St Petersgate Bridge, it encloses an unusual, public stairway to the road above. This was intriguing and led to the final creative solution.

Stairs provided a great option for simplified, bold graphics. The connotations of upward progression were also apt for the nature of the business. Design experimentation with graphic forms led to the realisation of an abstract, hidden 'M' marque to represent the brand name.

Looking at the typography for the logotype design, most standard fonts were struggling to sit well with the robust, angular logo. Modifications and numerous design iterations still did not click. Consequently, an experimental, bespoke logotype design was created. For further distinction and connection to the marque, the incision detail was continued through the letterforms. This also provided a subtle nod to the well-known phrase – cut the mustard.

Carrying the brand solution across collateral, the marque provided numerous graphic design options for experimentation with patterns or graphic devices. This creative freedom was essential to represent the eclectic mix of professionals they would like to attract to the space, and also allow room for the brand identity to grow and evolve into the future.

Mustard has been a huge success, with a second site already in development. The building restoration by Kelsall Architects has also won the Riba North West Regional + Small Project of the Year Award.