Sheaf St. is a café, bar, multi-functional events space, and hidden gem in the city of Leeds. Serving up an eclectic programme of events, locally sourced fresh food, and warm and welcoming parties for nice, friendly folk.
In 2015, Sheaf St. opened as an ethically-run cafeteria serving local and organic food and coffee. After receiving substantial investment to expand the venue into a multi-purpose events space, Sheaf St. worked with us to reposition the brand and design a new visual identity to reflect its new purpose and ambitions.
Sheaf St. was already widely known as a daytime cafeteria, but it now hosts a wide programme of evening events, from club nights and live music, to talks, screenings, comedy and kitchen takeovers. We collaborated closely with the venue’s owners to design a new identity that reflects the breadth and diversity of the events and communities that are now inhabiting the space.
“We designed a pared-back logo marque based on Sheaf St’s ‘S’ alliteration. The unusual curves and negative space within the S was abstracted from the brand’s previous logotype. By creating a simplified silhouette we made it easier for the team to cut, print, and stamp the logo on various materials throughout the building, including turntables, lightboxes, merchandise, and an outdoor DJ stage.” Tim Dee, Creative Director at Rabbit Hole
At the core of the brand’s personality is the ethos of the venue’s owners: have fun, be nice, and don’t take yourself too seriously. These values became the basis for the brand's tone of voice and messaging.
With such an eclectic and ever-changing programme of events, food, and drink, creating a flexible identity framework that could be used by everyone in the Sheaf St. team was critical. We developed a comprehensive library of marketing asset templates, including food and drink menus, event posters, email newsletters, and social media content, so that the in-house team could market upcoming events and menu-changes quickly.
Sheaf St is a beacon for aspiring musicians. With many local and emerging DJs turning up every weekend to play alongside electronic legends such as Octave One and Nicky Siano. We designed and built a new website with a section for archiving the Friday night sets played on the now notorious Sheaf St. turntables.
The Friday Residency invites local, national, and international DJs to the space to mix and play music every Friday night.
“Sheaf St. is now an established staple in Leeds’ club and events scene. Supporting many communities, from tech enthusiasts and foodies, to electronic music lovers and scientists. Rabbit Hole gave us the tools to communicate with such a diverse and eclectic audience, whilst retaining our own humble and friendly personality. ” James Abbott-Donelly, Sheaf St. Founder