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InspirationGraphic Design

Boxpark Wembley gets a new identity and launch campaign courtesy of Filthy Media

Boxpark Wembley is the third iteration of Roger Wade's modern street food, events and leisure concept: a place where you can "eat, drink and play". For its latest setting, it needed an identity that was fresh but also tied in with the brand's two other homes.

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Via Creative Boom submission. All images courtesy of Filthy Media

Via Creative Boom submission. All images courtesy of Filthy Media

Brighton studio Filthy Media came up with the goods, working in partnership with BDP Architects to design the visual language and launch campaign for Boxpark’s latest development in Wembley Park.

Inspired by the regeneration of the surrounding area, the studio adopted the brand's iconic chevron pattern and transformed it into a single square unit in "two proportional sizes", which were then flipped and rotated to create infinite graphic combinations.

"From floor markings to eight-storey ad banners, we ran this visual language alongside a bold opening campaign that played on Wembley’s fundamental links to sporting contests and the beautiful game," says Creative Director Joe Pilbeam.

Boxpark Wembley's black exterior features white geometric chevron patterns and "eat. drink. play." text, with people walking past on the street below
The Boxpark Wembley storefront with its brown facade featuring a wooden book-like design, signage reading "Boxpark" and "Eat Drink Play" logo against a modern building backdrop
Person walking past a corrugated metal wall beneath geometric chevron pattern mural in grey and white tones
Boxpark Wembley storefront with black signage displaying white text reading "Eat. Drink. Play." and geometric white chevron logo design
White wall sign reading "EAT. DRINK. PLAY." in bold black letters with underlines, mounted beneath a perforated metal ceiling structure
Black and white geometric pattern of interlocking chevrons and diagonal stripes arranged in repeating square units
Black signage for Boxpark Wembley featuring white chevron pattern and text reading "Kick off before kick off" and "Eat. Drink. Play" mounted on white exterior wall next to red train.
Nanny Bill's Burgers & Croquettes storefront at night with illuminated signage at Boxpark Wembley
Beatbox directional sign at Boxpark Wembley with arrows pointing to Main Screen and Toilets, suspended above a blurred venue interior with warm lighting
DJ performing at a turntable on stage with neon X-shaped branding and lighting in the background at Boxpark Wembley
Boxpark Wembley advertisement at Stratford station featuring chevron pattern and "eat. drink. play" messaging alongside a red train
Black and white billboard for Boxpark Wembley announcing "We've moved the goal posts" with geometric chevron pattern and "Eat. Drink. Play" text on brick building exterior
Multiple hands reach for plates of colourful street food dishes at a Boxpark Wembley event with guests gathered in the background
Blurred figure walking across geometric chevron floor pattern in shades of grey and white at Boxpark Wembley
A hand holds a glass of beer branded with Boxpark branding beneath a beer tap in warm lighting
Overhead view of Boxpark Wembley's cavernous interior with industrial ceiling, crowds of visitors at dining tables, and geometric chevron pattern graphics on the walls
Modern urban street with concrete buildings on the left and a black structure on the right displaying white diagonal chevron stripes, part of Boxpark Wembley's visual identity
Boxpark Wembley's black and white chevron-patterned launch banner displaying "eat. drink. play" above planters in the venue's atrium with glass roof and speakers overhead
Boxpark Wembley advertisement on underground platform wall displaying geometric chevron design with text "A league of its own" and "Eat. Drink. Play
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