The Boathouse.

Offering great food and drink in a vibrant atmosphere, The Boathouse has been Shrewsbury’s go-to gathering spot for over a decade. This historic riverside pub is nestled in the very centre of town along the River Severn, and is somewhere that holds a special place in the memories of countless locals and visitors.

Looking to revive their identity, The Boathouse wanted fresh branding that would speak to both their existing and new clientele, locals and tourists. This is their rebrand, rooted in heritage but with a modern twist. It simultaneously reminds people of the good times while inviting a new generation to create their own, speaking confidently to the future.

A modern twist on boating heritage

The wordmark curves gently to evoke a sense of tradition and mirror the flow of the river outside its doors, while serif styling adds a sense of speed, creating the image of a racing boat along the Severn. The addition of ‘Shrewsbury’ is a clear statement of local pride.

The visual system then centres around a ‘B’ marque formed from a traditional sailing knot. Knots tie things together, and this symbolises The Boathouse’s purpose as a place where people connect. Alongside this is a system of marques that form a flexible toolkit for use across physical and digital touchpoints. For social events, they have a marque inspired by boat racing flags, while crossed oars reimagined as cutlery and flags as cocktail sticks can be used for food and drinks-led touchpoints.

The illustration style then amplifies their personality, reinterpreting traditional styles with a playful edge for a timeless aesthetic that reflects the easygoing atmosphere. Their brand voice then ties everything together. Warm, conversational, and rooted in Shrewsbury, this matches the visual tone.

But in order for the brand to work across all touchpoints at all times, it also needed to work throughout the seasons. Photography, colour palettes, and messaging shift with the year, from light blue tones and summer menus to darker, richer visuals for the winter months.

A digital Boathouse experience

The Boathouse’s new brand also extends seamlessly into its digital presence. Their website translates the identity into an intuitive, welcoming experience that mirrors the atmosphere of the venue itself.

Rich photography brings the riverside setting and seasonal menus to life, while the site’s layout keeps navigation effortless. Visitors can quickly explore menus, book a table, or find details about upcoming events, with no unnecessary clicks.

The design balances clarity with character. Icons, illustrations, and colourways are used with restraint to give the site personality without sacrificing usability. The result is a platform that feels both modern and rooted in place, appealing to users of all walks.

Social that shifts & connects

As for their social, The Boathouse has a full toolkit ready for taking a refreshed, brand-led approach that celebrates its role as a local landmark.

Messaging can focus on the stories, people, and culture that define Shrewsbury, always speaking in a voice that feels genuine and familiar. And this is where their illustrations will really shine through, making social content friendly, fun, and memorable. Making The Boathouse somewhere people want to go.

Campaigns will have the flexibility needed to connect with audiences’ various needs and desires. With the ability to dial up its energy for lively promotions or dial down for intimate, reflective moments, they can speak effectively across multiple audiences.

As for the changing seasons, spring and summer campaigns can lean into lighter, fresher tones with photography that showcases al fresco dining and river views. Autumn and winter shift to darker blues and warmer imagery that evokes cosy fireside moments.

This combination of strong visual identity, adaptable tone, and local authenticity positions The Boathouse as a central part of Shrewsbury life.

A revived identity for a much-loved Shrewsbury pub

The Boathouse’s refreshed brand, digital presence, and marketing work as a cohesive system. Every element from the sailing knot marque to the seasonal photography reinforces its identity as a place that brings people together. Whether experienced in person, online, or through a social feed, The Boathouse now has an identity as inviting and memorable as the landmark itself.

Want to create a meaningful identity that speaks to your audience? Connect with our team to start your project.