Branding a development of over 300 new apartments, minutes from the City and metres from the water. Here, the three waters of Bow Creek, the Limehouse Cut and the River Lea meet in London’s fastest growing area.
Naming and copywriting
Brand and identity
Building the brand
Located in the heart of east London, Three Waters is designed to combine city living with a waterside lifestyle. Raised gardens, roof terraces and private balconies offer cityscapes with headspace and with the Tube and DLR moments away, Three Waters offers Zone Two living with Zone One journey times
A joint development between Mount Anvil and Peabody, the team appointed Lantern to define the name, creative strategy, branding and advertising, positioning the development within the realms of ‘disruptive luxury’. The branding was followed by an extensive rollout across print, digital and environmental graphics.
Inspired by history,
made for the future
The brand identity centres around a calligraphic mark made with ink and water. The three lines represent the characteristics of each waterway that surrounds the development. Bow Creek, The River Lea and The Limehouse Cut, each represented by a linear form, have their own characteristics, whether that’s a tidal rhythm, man-made canal, or meandering river.
The brand is supported by hand rendered calligraphic elements, used for illustrations and infographics, reflecting the ebb and flow of the water.