Contributed by Dan Bernstein, creative partner of London-based & SMITH.
Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand identity that sums up what makes the town special and why people should visit it. The answer was ‘The Original One-Off’: a brand that showcases all the the town’s one-offs, big (Darwin was born there) and small (you can get a great loaf of bread near the station).
For the visual identity we created a ‘one-off since…’ stamp that local businesses could use to promote what they do.
The line can be used to show how old something is: since 1586. To show that something is new: since 2012. Or to say that a cake was baked earlier this morning: since 6.30am.
The black-and-white pattern, inspired by the town’s Tudor buildings, helps Shrewsbury stand out from the bright and breezy identities other towns and places use.
No two business cards have the same pattern on the back, so they’re all one-offs.
We All Need Words paired lines like ‘Chain Store’, ‘Graffiti’ and ‘Ready Meal’ with idyllic (but real) photos from Shrewsbury as a less obvious way to show off the town’s one-offs.