Branding a bar, bakery and micro-brewery in the heart of Salford

As part of their commitment to regenerating Salford, the University of Salford identified the opportunity to convert the famous but disused Fire Station building on the Crescent into a vibrant destination bar and cafe for locals, University staff and students.

The Old Salford Fire Station branding project aimed to transform an historic fire station on The University of Salford’s campus into a modern café, bar and bakery while preserving its historical charm. Once renovated, it will house a microbrewery and artisanal bakery. In collaboration with the University of Salford, The Old Fire station will host events, projects and programmes that inspire and excite those who visit. The challenge was to create a cohesive brand and develop a website that conveyed the unique essence of the establishment, blending the rich heritage of the building, traditional baking and brewing as well as becoming a hub for cultural, artistic and educational activities. It will aim to be proud of its Salford location, bringing fresh, great quality food and drink to the Crescent.

The primary objective was to develop a brand that captured both the heritage of The Old Fire Station, being a part of the Salford community and the innovative idea of a combined bakery and brewery vibrant community space. The brewery also required a sub-brand named after Lark Hill, the 18th century mansion house built by James Ackers, now a part of the University of Salford. This would position it as a commercial venture that could sell to wider bars and restaurants.

Before executing the design we investigated how to position The Old Fire Station. This was achieved through a workshop exploring the market, audience and partnerships to what we could legitimately say about The Old Fire Station.

The Salford Fire Station branding was cohesive and user-friendly. It bridged the gap between the Salford location and the iconic fire station façade. Additionally, it connected to the modern café, bar and bakery experience. The website saw 6.5k visitors within the first month which is incredible for a brand-new website.

By leveraging a cohesive branding strategy and prioritising an online user experience, the establishment has been able to attract a diverse customer base. It has solidified its position as a unique destination, establishing itself as a cultural cornerstone within Salford.

I Love Manchester said, “The jaw-dropping revitalisation of Salford’s Old Fire Station will leave you speechless. In the heart of Salford, a gem from the past has been resurrected, rising like a phoenix from the ashes.”

Recommended by Manchester Confidential, they said, “People moving into this part of the city are lucky. The Old Fire Station in Albion Place is a delight, a real charmer, with great beer and truly wonderful food.”

5/5 on Trip Advisor as well with one notable reviewer commenting on how busy it was, “The atmosphere is great – very informal and relaxing. The place was full each time I’ve been; you may have to wait for a table, but each time we found one quickly.”