EAT 17 Craft Beer

Derrick Lin


Creative Agency: Together Design
Project Type: Produced, Commercial Work
Client: EAT 17
Packaging Content: Beer, food
Location: UK

‘Honest food for local people’ – Together Design create brand and packaging for Eat 17’s first craft beer
– Bold illustration captures the brand’s warm, independent and community-driven approach and draws on Together Design’s ongoing identity work for the Eat 17 brand.

Independent creative agency Together Design are delighted to share their latest work for the innovative grocery store/restaurant concept Eat 17: branding and packaging for a tasty craft beer brewed in Walthamstow, a stone’s throw away from the Eat 17’s award-winning original store. Since they began working together in 2012, the team at Together Design have carved out a very distinctive brand identity for Eat 17 that celebrates their commitment to local produce and the diverse communities that they serve. Their design for Eat 17’s Session IPA builds on this work, as Katja Thielen, Creative Director from Together Design explains:

“When we started working with Eat 17 we created a dynamic illustration called ‘The House of Eat17’ where each rooms depicts a different part of the their many food offers: shelves filled with juicy fruit and veg, busy chefs making mouth-watering burgers, a cozy lounge area and restaurant where people can chat and catch-up. The bustling activity outside the house shows Eat 17 at the heart of a thriving local community. We’ve chosen little, individual details and hidden gems from the illustration to create everything from the store signage and food packaging to uniforms, website and, most recently, the label for their first craft beer.”

For the Eat 17 Session IPA, Together Design two people effortlessly enjoying a beer in relaxing surroundings. The idea was to communicate the feeling of ‘sharing good beer with good people’ and reflect the welcoming, relaxed atmosphere that Eat 17 are well known for.

The design uses a bold, graphic colour palette to stand out in the craft beer category and the illustration style has a strong, independent feel that Together Design felt was important to the craft beer customer and the Eat 17 brand. Adapting and developing ideas from the original ‘House of Eat 17’ illustration means that there is strong and consistent identity through both the digital and physical experience of the brand, and when customers tuck in to one of their famous Eat 17 Cheeseburgers or, of course, crack open one of their new and refreshing Session IPAs.

Chris O’Connor, co-founder of Eat 17, commented: “Together Design are always amazing to work with. They have a huge amount of creative energy which has really helped to translate our culture and passion for great food and drink on to paper, in-store, online and our products. We’re very excited about how the business will grow over the coming years and we hope that Together Design will join us on the journey.”

EAT 17 currently have three stores in Walthamstow, Hackney and Whitstable, with plans to open a further three stores in London later this year. Although they are independent, they partner with the convenience store SPAR to stock a reliable supply of staple items, such as washing-up liquid and chocolate bars, which they offer alongside an array of locally-sourced, high-quality produce. Adding innovative in-store eating concepts, such as a burger bar and pizzeria, has earnt them their positioning of ‘not your average store’ and in the past has secured them ‘The Grocer Magazine’s Best Store in the UK’ and place as a finalist for ‘Best Store in the World’.