Engineering a characterful new pub brand
The Engineer is tucked behind The White Hart on Hope Street, in a small space that was once the kitchen of a Mexican restaurant.
The room already had a raw, industrial feel. The name came from an old engineering book Matt spotted while looking for inspiration. It immediately felt right: pubs have long been named after trades and professions, and The Engineer gave us a whole visual world to explore.
Drawing on the past
We started with old engineering books, magazines and technical publications from the 1920s through to the 1950s. That research shaped everything from the imagery to the lettering. We found old illustrations of draughtsmen, machinery and technical diagrams, including a watercolour image that became the artwork for the pub’s hanging sign.
Nothing needed to feel too polished. The aim was to create something with the character of old working objects: practical, slightly odd and full of detail.
A typeface made for draughtsmen
The lettering takes its cues from the kind of type once used on technical drawings, engraved office signs, typewriters and early computer systems. Our favourite detail is the italic style. The letters sit at a very precise 22.5-degree angle, echoing the way a draughtsman would traditionally draw them by hand.
We used both upright and slanted versions throughout the identity, giving the brand a slightly awkward charm that suited the space perfectly.
Building the identity into the pub
The branding carried across exterior signage, pavement signs, beer mats, menus and artwork inside the pub.We also sourced old adverts, diagrams and engineering pieces for the walls. Rather than creating a perfectly coordinated gallery, the pieces were chosen to feel collected over time. That layering helped the space feel established and lived-in, despite The Engineer being a relatively new pub.
A muted palette of greens, creams and warm reds ties everything together without making it feel overly designed.
A little pub worth finding
Because The Engineer is tucked away behind The White Hart, the exterior needed to work hard enough to catch your eye without losing that slightly secret feel.
The hanging sign, pavement board and simple painted graphics give it enough presence to draw people in, while still feeling appropriate to a pub you almost feel pleased with yourself for finding.
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