For the nosey ones out there - here's the inside scoop on where our funky, one-of-a-kind letter designs come from...
Have you ever noticed that we use a lot of words in our brand design? Well, let us tell you now there's a reason for it. Which is, when it comes to good booze, we've got a lot to say.
That's why, when the whizz-kids at Ragged Edge worked their magic on our brand makeover, they made sure that our refresh was just as much about how and what we think as a brand as it was about looking the part.
At East London Liquor Co. we're named after the place and soaked in its spirit because we're proud to call E3 our home. So it made a lot of smart sense to make sure our neighbourhood can be seen running through all that we are.
If you look closely, on more or less every line of headline type, one letter will break the typeface uniformity. If you spot one of those letters, then you're looking at a member of our 'Found Alphabet'. It's a pretty exclusive club. Only 26 are allowed in.
This alphabet is made up of glyphs that were originally spotted on walls and signs across our E3 neighbourhood, as well as tools and shapes found in and around our working distillery.
Do you want to know the best bit? It's not just nice to look at. Our Found Alphabet means that there's a bit of East London proper in everything we say. And we think that's pretty neat.
