OBJECTIVE The objective was to create a consistent brand identity to help reflect the quality of work produced by London Landscapes & Masonry and instil a positive 'gut-feeling' in potential customers.
CONCEPT Everything London Landscapes & Masonry does is custom and crafted by hand, using traditional and modern methods. The overall use of the branding needed to showcase not only the work but tell the story of the craft itself (it being one of the oldest trades in human history). I watched how the stone was chiselled by hand using original methods and simple tools; I thought that was a fascinating part. The serif typeface is uneven to reflect how serif type was originally hand chiselled into masonry; the logo mark is hand drawn to match the typeface and drive home the handcrafted story.