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Underscore has designed the branding for Beavertown Brewery, an artisan brewery in east London’s De Beauvoir established by Led Zeppelin frontman Robert Plant’s son, Logan.

Underscore brands Robert Plant’s son’s Beavertown Brewery

The consultancy was appointed to the project last summer following a creative pitch against four or five other consultancies, according to Underscore director Neil Stanhope.

The Beavertown Brewery brand will initially comprise three products - 8Ball Smogrocket and Neckoil, an IPA, a Porter and a session beer. These will be sold in the Duke bar in east London that opened last month, established by Plant and Off Broadway cocktail bar owner Byron Knight. The Duke interiors were created in-house, and feature works from local artists and bespoke-made furniture.

Underscore brands Robert Plant’s son’s Beavertown Brewery

Underscore’s branding draws on the heritage of Plant and Knight, from the Midlands and America respectively, as well as taking cues from the east London location. The Beavertown name is a by-gone Cockney colloquial reference to De Beauvoir.

Stanhope says, ‘It’s deeply rooted in the east end - we were looking to create something that had depth that would be resonant of the place Beavertown.’

Underscore brands Robert Plant’s son’s Beavertown Brewery

The identity features hand-drawn bespoke typography, and sun and moon icons alluding to the ‘past and future calling’ of the brand owners.

Stanhope says, ‘The typeface has a distressed, American feel to it to link in with the history and make it feel more established. It’s driven by the idea that [the owners] are maverick traditionalists - that juxtaposition creates something unique. The sun represents the creative energy - it’s the message that they’re ignited a fire that can’t be contained.’

Underscore brands Robert Plant’s son’s Beavertown Brewery

The identity will be shown across the bottles and bar pulls, as well as a website designed by Underscore which is due to launch over the next couple of weeks. It is hoped that following the initial range, Underscore will work on branding for further products with a view to launching them into mainstream retailers.

From: Design Week

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This Month in
Led Zeppelin History

March 17, 1969 - A four-song performance is filmed for TV Byen in Denmark (aired on May 19, 1969)
March 21, 1969 - Zeppelin’s debut TV appearance on "How It Is"
March 25, 1969 - Filming session for the Supershow
March xx, 1970 - The band turns down many TV offers worth large sums
March 05, 1971 - Led Zeppelin started a 12-date "Thank You" tour for British fans, appearing at the clubs from their early days and charging the same admission prices as in 1968. The first show was at Ulster Hall, Belfast, Northern Ireland where they played songs from their upcoming fourth album, including the first public performances of Black Dog, Stairway To Heaven, Going To California and Rock And Roll.
March 12, 1972 - Page and Plant rehearse some songs with the Bombay Orchestra
March 25, 1973 - Led Zeppelin finally release Houses of the Holy after production issues with the album cover
March 28, 1973 - Led Zeppelin released Houses Of The Holy in the UK. The album title was a dedication by the band to their fans who appeared at venues they dubbed "houses of the holy". Houses Of The Holy has now been certified 11 times Platinum by the Recording Industry Association of America (RIAA) for US sales in excess of 11 million copies.
March xx, 1974 - The band decide to release a double album due to the amount of left over studio material
March 29, 1975 - Led Zeppelin saw all six of their albums in the US Top 100 chart in the same week, alongside their latest album Physical Graffiti at No.1. Physical Graffiti has now been certified 16 times Platinum by the Recording Industry Association of America (RIAA) for US sales in excess of 16 million copies.
March 15, 1975 - Tickets for the Earls Court shows sellout within four hours
March xx, 1976 - Jimmy speaks with reporters mentioning the new album due out called Presence
March 31, 1976 - Presence is released
March 28, 1977 - Zeppelin arrive in Dallas, Texas to rehearse before opening the eleventh tour of the US
March xx, 1978 - Robert and John spend some time hanging around the Midlands
March 26, 1979 - Robert takes lead vocal at a Bad Company gig in Birmingham
March 04, 1980 - John Bonham makes a TV appearance on "Alright Now" with Bill Connolly
March 26, 2006 - Readers of Total Guitar magazine voted the guitar solo by Jimmy Page in Led Zeppelin’s Stairway To Heaven as the greatest guitar solo of all time. The 1971 track was voted ahead of tracks by Van Halen, Queen, Jimi Hendrix and The Eagles. On the 20th anniversary of the original release of the song, it was announced via US radio sources that the song had logged up an estimated 2,874,000 radio plays - back to back, that would run for 44 years solid.
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