The Bench café
Naming & identity

A working lunch…

Neon Brand Consultancy was commissioned to name and create the brand identity for The Bench Café, part of The Goldsmiths’ Centre — London’s hub for creativity, craftsmanship and community.

The café was designed as a welcoming meeting place for silversmiths, patrons, partners and the public. Neon’s naming concept, The Bench, cleverly bridges heritage and informality — referencing both the silversmith’s classic workbench and the café’s relaxed atmosphere.

The visual identity celebrates silversmithing tradition with refined simplicity, featuring classic silversmithing tools (courtesy of Grant MacDonald’s studio) in place of cutlery. The Bench Café brand identity was rolled out across signage, uniforms, crockery and environmental graphics, creating a beautifully crafted experience rooted in the Centre’s artisanal spirit.

Kind words…

“Great name, with great creativity.

The Bench café brand identity is yet another incredibly thoughtful and elegant idea by Neon. The tone is spot on. Exceptional.”

MARTIN DURY CBE FSA
Chairman of the board of Trustees for The Goldsmiths’ Centre
The Goldsmiths’ Centre

To find out more: [email protected] or call +44 (0)20 3289 1733 Share this: Email, LinkedIn, Twitter, Facebook, Download PDF, follow us on Instagram or view our animations and movies on Vimeo

 

FOOD & DRINK
Brand identity

A SMILE IN THE MIND
Featured in book 2016

PROJECT SUMMARY
Art direction
Brand identity
Stationery
Brand guidelines
Crockery
Signage
Uniforms

The Bench brand mark.

By Dana Robertson Creative Director and Founder of Neon. The Bench café brand identity, brand mark. As part of Neon's wider involvement in this ground-breaking development, we were asked to name and create the brand identity for The Goldsmiths’ Centre’s new café. The aim was to provide a friendly and inspiring environment in which members of the silversmithing trade, patrons, partners and the visiting public could relax and rub shoulders, helping to forge a flourishing creative community. The name we came up with — The Bench — was a reference to both heritage (the silversmith’s classic workbench) and the informal ambience of the café itself. The Bench café brand identity also celebrated silversmithing heritage, replacing cutlery with classic silversmithing tools – selected from world renowned silversmith Grant MacDonald’s studio. The Bench café brand identity was rolled out on signage, uniforms, crockery, literature, and environmental graphics. – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Bench guidelines.

By Dana Robertson Creative Director and Founder of Neon. The Bench café brand identity, basic element guidelines. As part of Neon's wider involvement in this ground-breaking development, we were asked to name and create the brand identity for The Goldsmiths’ Centre’s new café. The aim was to provide a friendly and inspiring environment in which members of the silversmithing trade, patrons, partners and the visiting public could relax and rub shoulders, helping to forge a flourishing creative community. The name we came up with — The Bench — was a reference to both heritage (the silversmith’s classic workbench) and the informal ambience of the café itself. The Bench café brand identity also celebrated silversmithing heritage, replacing cutlery with classic silversmithing tools – selected from world renowned silversmith Grant MacDonald’s studio. The Bench café brand identity was rolled out on signage, uniforms, crockery, literature, and environmental graphics. – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Bench signage.

By Dana Robertson Creative Director and Founder of Neon. The Bench café brand identity, signage. As part of Neon's wider involvement in this ground-breaking development, we were asked to name and create the brand identity for The Goldsmiths’ Centre’s new café. The aim was to provide a friendly and inspiring environment in which members of the silversmithing trade, patrons, partners and the visiting public could relax and rub shoulders, helping to forge a flourishing creative community. The name we came up with — The Bench — was a reference to both heritage (the silversmith’s classic workbench) and the informal ambience of the café itself. The Bench café brand identity also celebrated silversmithing heritage, replacing cutlery with classic silversmithing tools – selected from world renowned silversmith Grant MacDonald’s studio. The Bench café brand identity was rolled out on signage, uniforms, crockery, literature, and environmental graphics. – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Bench branded aprons.

By Dana Robertson Creative Director and Founder of Neon. The Bench café brand identity, apron. As part of Neon's wider involvement in this ground-breaking development, we were asked to name and create the brand identity for The Goldsmiths’ Centre’s new café. The aim was to provide a friendly and inspiring environment in which members of the silversmithing trade, patrons, partners and the visiting public could relax and rub shoulders, helping to forge a flourishing creative community. The name we came up with — The Bench — was a reference to both heritage (the silversmith’s classic workbench) and the informal ambience of the café itself. The Bench café brand identity also celebrated silversmithing heritage, replacing cutlery with classic silversmithing tools – selected from world renowned silversmith Grant MacDonald’s studio. The Bench café brand identity was rolled out on signage, uniforms, crockery, literature, and environmental graphics. – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Bench crockery.

By Dana Robertson Creative Director and Founder of Neon. The Bench crockery. As part of Neon's wider involvement in this ground-breaking development, we were asked to name and create the brand identity for The Goldsmiths’ Centre’s new café. The aim was to provide a friendly and inspiring environment in which members of the silversmithing trade, patrons, partners and the visiting public could relax and rub shoulders, helping to forge a flourishing creative community. The name we came up with — The Bench — was a reference to both heritage (the silversmith’s classic workbench) and the informal ambience of the café itself. The Bench café brand identity also celebrated silversmithing heritage, replacing cutlery with classic silversmithing tools – selected from world renowned silversmith Grant MacDonald’s studio. The Bench café brand identity was rolled out on signage, uniforms, crockery, literature, and environmental graphics. – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Bench branded crockery and paperware.

By Dana Robertson Creative Director and Founder of Neon. The Bench café brand identity, paperware and crockery. As part of Neon's wider involvement in this ground-breaking development, we were asked to name and create the brand identity for The Goldsmiths’ Centre’s new café. The aim was to provide a friendly and inspiring environment in which members of the silversmithing trade, patrons, partners and the visiting public could relax and rub shoulders, helping to forge a flourishing creative community. The name we came up with — The Bench — was a reference to both heritage (the silversmith’s classic workbench) and the informal ambience of the café itself. The Bench café brand identity also celebrated silversmithing heritage, replacing cutlery with classic silversmithing tools – selected from world renowned silversmith Grant MacDonald’s studio. The Bench café brand identity was rolled out on signage, uniforms, crockery, literature, and environmental graphics. – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Bench paper wrap and glass manifestation repeat pattern.

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