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The Town Mouse Ale House

Logo design and merchandise for an award-winning micropub

The Town Mouse Ale House is an award-winning micropub in Newcastle upon Tyne which champions North East microbrewers and their unique craft beer creations.

Velcrobelly had a great time working on this project with The Town Mouse owner and publican Jon Sibley. Jon had seen our illustrative work and he thought we could help him to avoid a ‘twee’ figurehead as a creative solution.

We embarked on a really open and playful period of creative experimentation; absorbing influences as diverse as Monty Python and British psych-horror films of the 1970s.

The final logo design subtly distills those influences into a bold graphic which pairs nicely with a striking colour palette and a font which subtly hints at its horror roots.

The Town Mouse Ale House
@townmousencl on Instagram

Pages of logo design sketches and hand-written notes on a design studio wall.
Snapshot of the logo design and refinement process.
A double-page spread from The Town Mouse brand identity guidelines document. This spread shows how the logo is assembled in sections.
Excerpt from The Town Mouse brand identity guidelines document, demonstrating how the logo is structured.
A nighttime photograph from outside The Town Mouse pub in Newcastle. The pub logo is etched on the window glass. Customers are inside drinking beer.
The Town Mouse logo reproduced in vinyl for their window signage.
Colourful illustration of a night time scene where a mouse in tweed clothing raises their arms in worship as another mouse is scrificed inside a huge burning effigy of a wicker mouse. A group of masked animals surround the tweed mouse.
Illustration of The Wicker Mouse for The Town Mouse’s fourth birthday celebration.
Three cans of Full Circle Brew Co. craft beer with a colourful illustration on the label of The Wicker Mouse. The beer is called All Hail The Mighty Squeaker.
The Wicker Mouse illustration was used on two editions of Full Circle Brew Co. beers. This design was sold locally while a variant was sold worldwide.
Left: An illustrated poster to celebrate The Town Mouse’s third birthday. A mouse with beer and party hat jumps out of an elaborate three-tier cake. Right: Photograph of a white t-shirt with a black graphic illustration of two mice in a bar, in the style of Sonic Youth’s Goo album cover art.
Left: Poster for The Town Mouse’s third birthday event. Right: T-shirt design riffing on Sonic Youth’s Goo album cover artwork.
Two black and gold gift vouchers for The Town Mouse against a white background.
Gift vouchers
A man wearing a white t-shirt with a simple graphic on the chest. A crudely drawn mouse wearing black leaps away from a clustered group of white mice. The design is a riff on Minor Threat’s Out of Step album cover artwork.
T-shirt design based on Minor Threat’s Out of Step album artwork.
Simple animation of a crudely drawn white mouse wearing a black hat, monocle and jacket. The mouse’s nose, feet and tail all move.
Working In The Public Interest reports
Lazy Rave