The restrained look for Pomeroy’s English style pub newsletter is pure news
POMEROY’S OLD BREWERY INN, CHRISTCHURCH, NEW ZEALAND
THE QUARTERLY POMEROY’S Old Brewery Inn and restaurant newsletter had a name inspired by their brand, “The Pomeroy’s Press”, it was well edited by Chrissie Terpstra who was also chief reporter between 2005–2010 and was designed and laid out with a look that made the news.
The secret of The Pomeroy’s Press is attention to detail in terms of the classic newspaper look, visual hierarchy, placement, spacing and being laid out in cooperation with the editor makes The Pom’s Press newsletter look designed. Its layout is designed to impart the news quickly and sequentially. When pairing the name with a typefont for the masthead I chose the classic look of Goudy Oldstyle. I paired that with Goudy Sans and a heavy Grotesque sans serif for story headings, banners, accents and dropcaps for a newsy look. For the body text classic Goudy Oldstyle light, set tight with a moderate amount of leading gives the look of a dense “read” typical of the newspaper style. Heavy top rules and half-point rules were used between vertical columns, heavier horizontal rules between stories and to “finish” the bottom of the page.
Adding to the dense structure are good photos, custom illustration, and simple straightforward photocomposites that kept the graphic focus in the newsletter on information, making the stories approachable to the reader and on pro-social fun!
The publication was offset printed in two colours, red and black, and the images were all given a slick duotone treatment to add a little pizazz.
To ensure a seamless experience uniting print and web and to drive customer engagement with their pub website, the content created for The Pomeroy’s Press was used to update the site content to coincide with the newsletter publication every quarter. Victoria’s kitchen seasonal menu, the wine list, craft beer list, calendar of upcoming events, photo galleries of recent events plus selected vividly written stories about local personalities and Pom’s staff were cherrypicked to share. An optimised PDF of each issue of Pom’s Press was also uploaded. Presenting a connected experience to Pom’s customers positively affected the perception of their brand and through a consistent effort over five years created a competitive advantage. MagentaDot Brands helped Pomeroy’s to develop, manage and deliver a contextually relevant and connected experience for customers, creating a unified experience across print & web touch points.
Pomeroy’s O.B.I. is a real family owned and operated community based pub
Pomeroy’s is still family-owned and operated, and they pride themselves on being a real community-based pub. Pom’s is comfortable and the locals are friendly, there is always someone to chat to and always something going on entertainment-wise with their acoustic music, jazz, blues and folk music nights, not to mention wine and beer tasting events, quiz nights and other regular special events like the fringe theatre and comedy Laugh-Inn shows and the annual mid-winter Pirate Party.