Bassaleg Junction Signal Box, once a bustling center for steam trains from Ebbw Junction, evolved into the restaurant known today as Junction 28.
Originally opened as "Rhymney Junction" in December 1850, later renamed "Bassaleg Junction" in 1858, it closed to goods traffic in 1898, briefly shuttered during World War I, and permanently closed in April 1962.
Despite its closure, the line remained open for goods traffic, and today, Junction 28 stands as a testament to its railway heritage, offering visitors a chance to dine amidst history while still catching glimpses of passing cargo trains.
The challenge was to modernize Junction 28's brand identity, merging its historical train station roots with contemporary luxury in the dining scene.
This involved refining the logo, typography, color palette, and imagery to exude sophistication while honoring its heritage.
Through strategic deployment across digital and physical platforms, the goal was to position Junction 28 as a symbol of upscale dining, marrying tradition with modernity.
My research for the rebranding of Junction 28 drew inspiration from the iconic signage of the London Underground, which bears resemblance to the station's historical roots.
The London Underground and its distinct aesthetic epitomise the essence of London as a global metropolis. Notably, the Underground signs, particularly the renowned logo or 'roundel,' serve as quintessential British symbols adorning the cityscape. Various types of signage, including vitreous enamel signs and roundel silhouettes, embellish Underground stations, reflecting a rich heritage dating back to 1908.
The standardised red disk and blue bar, conceptualised by Frank Pick post-First World War, symbolise the cohesive corporate design envisioned for the Underground system.
Further evolution occurred in 1912 with the incorporation of the London General Omnibus Company's winged wheel logo into the roundel trademark. Edward Johnston's iconic typeface, ubiquitous across all Transport for London (TfL) signage, underwent adaptation into the "bullseye" design, eventually culminating in the Roundel logo we recognise today.
Architect Charles Holden's contribution during the late 1920s and 1930s saw the transformation of the sign into an architectural silhouette roundel, aligning with the Tube's expansion. The latest iteration of the roundel, designed in 1985 by Henrion Ludlow & Schmidt, signifies a continued evolution of this enduring symbol.
Drawing upon a comprehensive analysis of both the historical significance of train stations and the iconic design elements of the London Underground, my approach to modernising Junction 28's brand identity was anchored in a fusion of tradition and contemporary luxury within the culinary landscape.
Utilising the insights garnered from extensive research, I conceptualised four distinct design directions, each rooted in the main shape of the Underground signage while intricately weaving in refined details and shapes inspired by the rich tapestry of British history, particularly the Victorian era.
In the first concept, I focused on capturing the essence of Victorian elegance, infusing the design with ornate details that reflect the grandeur of the era. This direction aimed to evoke a sense of timeless sophistication while paying homage to Junction 28's historical roots as a train station.
The second iteration took a minimalist approach, drawing inspiration from the clean lines and shapes prevalent in Victorian design. This concept sought to evoke a sense of modernity while retaining a subtle nod to the heritage of Junction 28.
For the third concept, I delved into the rich symbolism of British heritage, opting for a bold and tall font to convey strength and prominence. In addition, I incorporated subtle elements such as a fork and knife flanking each side, symbolizing a dining setting and reinforcing the concept of upscale culinary experience. This direction aimed to evoke a sense of regal elegance, positioning Junction 28 as a symbol of prestige within the dining scene.
Finally, the fourth concept embraced a fusion of old and new, juxtaposing vintage typography with sleek, contemporary elements. This juxtaposition of styles served to underscore Junction 28's evolution from its historic beginnings to its current status as a modern luxury dining destination.
In each of these design explorations, my goal was to encapsulate the essence of Junction 28's brand identity, seamlessly blending tradition with modernity. Through meticulous attention to detail and a deep appreciation for British history and design heritage, I aimed to position Junction 28 as a beacon of upscale dining.
After considering feedback from the client, the decision was made to adopt the second concept, albeit with modifications to incorporate more elements of the shape present in the other concepts.
