This beautiful pub is nestled in the heart of the Severn Valley between the historic steam railway and the river itself.

I decided to go for a more layered, old-fashioned look for the site, with rich graphic elements underpinning the backgrounds on the home page.

Making a site look rustic and traditional without it looking dated is like walking a tightrope. There are design elements that benefit from being cyclical and using a slab serif for headlines and banner copy was an obvious solution. Slab serifs originated in the middle of the industrial revolution but 200 years later they retain their popularity because of their sleek mechanical nature.

I wanted to use rustic woodcut images throughout the index page but they needed to be subtle so I blended them into the backgrounds of each section band.