The Shilling Group
A fast-growing and ambitious independent on-trade operator tasked us with creating and developing a new identity for their organisation, including a company name and suite of websites for their venues. Following our initial discussions with the client, it become apparent that this identity should be simple, timeless and trustworthy.
After researching the history of brewing in Scotland, we proposed a number of names, and a favourite quickly emerged. The Shilling Group makes reference to the price charged per barrel of beer in the nineteenth century – and the subsequent Shilling System, still recognised in Scotland today. A marque incorporating the iconic /- symbol was developed along with a bold, assured type style, and we art directed a series of images showing the history, character and diversity of the venues. This identity was then consolidated through a series of striking, content-managed websites.