Brand  |  Print

A Matter of Principal

Principal Tower is Foster + Partners’ first London residential tower, a unique 50-storey building
in the 'unsquare mile' of London on the borders of Broadgate and Shoreditch.

Principal Tower logo set in gold foil on a dark gold background

Poised to become a world-class building in the iconic skyline of London, the tower features 298 apartments, a penthouse, lap pool, spa, a state- of-the-art gym, cinema, and a private lounge.

As part of a collaboration with property CGI designers at Identity, Juice London were responsible for all of the offline components of the project including the logo, identity, brochure design, hoarding, branded merchandise and print management.

  • Services

    Logo & identity design
    Brochure design & print management
    Branded merchandise
  • Client

    Brookfield / W1 / Concord Pacific
Hardback brochure for global architect company Foster + Partners on a grey background
3D CGI render of Principal Tower in the sun-filled London skyline above cloud cover, highlighting the building's height
Open brochure spread on a grey background highlighting the development's prime location and principal address in EC2
Street level view of Principal Tower in its entirety, glowing pink and purple against the evening sunshine and a blue sky
Hand drawn, black and white illustration of an aerial view map of London including the Tate Modern, Millennium Bridge and the Royal Exchange
Main lobby and concierge desk inside the Principal Tower development, with dark marble floors and sweeping metal staircase
3D CGI render of a spacious apartment interior, with commanding views of The Gherkin (30 St Mary Axe) and the city
Interior shots designed by Foster + Partners, featuring a cool colour palette, considered detailing, wood floors and a white marble worktop
Lifestyle shot of a woman holding her hair, looking out of a window at the view from her apartment
Aerial view of Principal Tower at night with the penthouse illuminated, looking down at the city lights of London below
Open brochure spread on a grey background, showing the spa, pool and gym complex inside Principal Tower

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