Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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Press advertisement

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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Tote bag

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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Website homepage

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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'One-Off' stamp

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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The Shrewsbury Coffee House
Photography by Mark Read

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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Business cards

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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The guide

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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The guide

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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The guide

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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Photography by Mark Read

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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Event brochures

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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The brand toolkit

Branding the town of Shrewsbury
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Shrewsbury. What does it make you think of? Destination Shrewsbury asked us and We All Need Words to create a brand 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 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. The brand was featured in Design Week, Under Consideration and Fast Company. 'A gem in the muddy world of place branding' said Creative Review.
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