Understanding the visual language that defines Chalk Farm, from living in the area as a young adult, visual cues were included when designing the labels to portray the character of Chalk Farm.

The labels were designed with reference to icons of popular culture which have links to the area such as Madness (from Camden Town) and The Who, which were the first band to play at the Roundhouse. I took the mod theme and used distressed effects reflecting the Banksy wall art in Camden and the grunge style of Chalk Farm at that time.