The Pack Horse Hayfield is a contemporary gastropub at the heart of the Peak District national park.
The branding for the Pack Horse had to be a marriage of the traditional – the name of the pub, the area and surroundings – and the contemporary interior and modern youthful approach of the pub’s owners, Luke and Emma.
For Craig, it began with a pencil drawing of the traditional pack horse, to be very much the main sign and centre-piece, with a strong typeface, and colour scheme to match the contemporary shades of the pub’s interior decor. From here, a number of variants were produced to cater (pun intended!) for various marketing and menu options.