Bringing club heritage into a physical space through branding, storytelling, and environmental design.

Brew & Amber Cafe was created as a space that reflects the identity and history of Shrewsbury Town Football Club, somewhere that feels instantly familiar to fans while remaining welcoming to the wider community.

Working with the Shrewsbury Town FC Foundation, the aim was to develop a visual approach that drew from the club’s heritage without feeling nostalgic for the sake of it. Instead, the focus was on creating a space that connects past and present, bringing together references from across different eras into something cohesive and accessible.

From the name through to the visuals within the space, everything was built around the club’s blue and amber colours and the stories attached to them.

The starting point was the club’s history looking back through kits, matchday programmes, and key moments to understand what elements would resonate most with supporters.

Rather than lifting visuals directly, the approach was to reinterpret them. Kit details were broken down into graphic elements, programme designs were revisited and reworked, and archival references were paired with players and moments from the same era.

At the same time, it was important that the space didn’t feel exclusive to match days or long-time fans. As the project was funded through the foundation, there was a clear emphasis on community. This led to the inclusion of local figures and wider references within the artwork, helping the space feel relevant beyond football alone.

Everything was brought together through a consistent visual language, allowing different pieces of content to sit comfortably alongside one another while still carrying their own individual stories.

The designs bring together branding, artwork and environment to show how the café could feel both familiar and considered.

The concept was developed to work on multiple levels: creating a place where supporters could reconnect with the club’s history, while also supporting community use, education and everyday interaction.

The visual approach allows different eras of the club to sit side by side, creating moments of recognition without overwhelming the space. Although the finished café developed differently from the original designs, the work captures the thinking behind the concept: a setting where stories could be revisited, shared and built on.