Carpenters Wharf is a new canalside development in Fish Island, Hackney Wick. The building houses 35 apartments as well as communal areas and workspaces.
With an exposed wooden frame and timber cladding, its design is inspired by the industrial warehouses found in the area – many of which have now been turned into breweries, galleries and creative studios.
Jack Renwick Studio devised the name, visual identity and launch marketing for the development, drawing on Fish Island’s industrial heritage and its creative community.
“After researching the local area, we discovered that for 50 years the site was home to luxury furniture maker A. Younger, who shipped timber down the canals to use in their designs,” explains design director Tom Rogers. “This was the inspiration for the name and visual identity.”
The brand mark references the furniture-making craft with a dovetail joint and cleverly combines both a ‘C’ and a fish symbol:
A wider graphic system is based around the end-grain of wood blocks found in timber yards and workshops. Jack Renwick Studio worked with local letterpress artist Thomas Mayo and The Caseroom Press to create a series of prints using locally sourced wood, which form the basis for visuals.
Woodblock prints appear alongside stacked typography in Grilli typeface GT Pressura, inspired by the lettering stamped on shipping crates that once passed down the canal.
Working with photographer Andrew Urwin and copywriter Nick Asbury, the studio has created a launch brochure, signage, window installations, event materials and a website for the development. Window displays feature cut outs of carpenter’s tools while photography showcases the area’s bars, green spaces and street art.
“The idea of ‘making’ is intrinsic to the brand – from the craft history of the area to Anderson’s dedication to quality materials, creating a building that is both distinctive, yet feels at home within the industrial landscape of Hackney Wick,” says the studio. “This led to the brand’s key messaging – ‘Made of character’ – which became the basis of the visual and verbal language.”
Naming, branding and marketing materials: Jack Renwick Studio
Copywriting: Nick Asbury
Area photography: Andrew Urwin
Web development: Sev Furneaux