Abel Heywood – Hydes Brewery

Independent family brewery, Hydes, was opening its latest pub and 15-bedroom boutique hotel in Manchester, The Abel Heywood. JAMcreative was tasked with designing and producing full brand identity for signage, printed materials for the whole venue and launch night promotional materials.

JAMcreative conducted research into Abel Heywood (1810 – 1893, publisher, police commissioner, radical and Mayor of Manchester), described as ‘not your ordinary man’ thanks to his colourful career. JAMcreative took this as the theme for the venue, developing it into ‘Not your ordinary pub / drinks / menu hotel’.

Abel also published a series of Penny Guides (travel guides to regions in the UK) and all this background information translated into the final designs for printed menus, limited edition posters, launch night promotional materials, door hangers, welcome leaflets, pillow cards, special offers, keycard holders and bookmarks, which became a celebration of the unordinary.

The creative designs were based on the 1800s period, including illustration, typographics and layout design, using modern design and printing techniques to bring the materials up to date.

Working with local print studios from around the area Abel once worked, JAMcreative utilised techniques such as screen printing, foiling, digital printing and duplexing to communicate the elegance, rarity and history of The Abel Heywood.

Since its launch in December 2014, the venue has been a great success, averaging 70% capacity room sales.

Kristina Heath, marketing manager at Hydes said: “JAMcreative really got under the skin of the venue, liaising closely with the interior designer, marketing team and venue manager to produce these eye-catching, unusual designs. We are delighted with JAM’s work, which has exceeded our expectations, and certainly enhanced the look and feel of the venue while creating a buzz for the Hydes team, as well as for diners and guests. We have had many positive comments from influential food, drink and hotel bloggers and journalists with many commenting on how the venue has captured the era and feel of a 1800s public house. It’s a theme we aim to transfer to some of our other venues, following the success of this project.”