New Miller’s Quay brand identity reflects Wirral Water’s industrial heritage

Peel Waters has revealed the new brand identity for Miller’s Quay, the residential development at Wirral Waters, featuring 500 highly sustainable one- and two-bedroom waterfront apartments.

When designing Miller’s Quay, in collaboration with award-winning architects Howells, Peel set out to create a new iconic landmark for Wirral, integrating urban living with natural surroundings.

The result is a contemporary interpretation of the historic Birkenhead Docks, drawing inspiration from the vibrant colours, metalwork, and warehouses that define the area’s industrial past.

These waterfront apartments offer not only striking architecture and expansive views but also south-facing shared spaces, dockside walkways, and access to new green spaces and micro parks, inviting residents to immerse themselves in nature while enjoying urban comforts.

These new homes now have a distinctive new brand that pays homage to the area’s rich 19th-century industrial heritage.

The name “Millers” harks back to its historical use as a Flour Mill and a Copper-Rolling Mill, while “Quay” symbolises a positive transformation, reclaiming the waterfront for community use.

Each of the six residential blocks within Miller’s Quay is named after elements of the site’s industrial past – Salt House, Copper Mill, Steam Yard, Lime Studio, Glaze Works, and Soda Factory. These names reflect the materials and processes used in the manufacture of cobalt and copper that, alongside pottery, took place on this site, serving as another subtle reminder of the area’s proud heritage.

The ‘chemical reaction’ visuals of the new Miller’s Quay brand also reflect some of these industrial processes, further enriching the narrative of this historically significant site.

The brand identity for Miller’s Quay features a bold word-mark inspired by the docks’ industrial legacy, complemented by a distinctive marque that aims to leave a lasting impression.

Alan McCartney, Partner at Howells, said, “We’re hugely excited to see Miller’s Quay develop and continue to progress on-site, even more so with this striking new brand.

“The development harnesses a picture postcard aesthetic for Wirral Waters, along with creating a thriving, residential project with a real sense of place and waterside living at its heart.”

Simon Rhodes, Director of Smiling Wolf, the award-winning Liverpool agency that developed the new brand, said, “We’re proud to be part of the bold reinvention of the quay-side development – it’s significant for the area. Creating a brand to match the scheme’s ambition in a visually exciting way has been vital to begin the wider Place-making journey to connect with the audience.”

Richard Mawdsley, Development Director at Wirral Waters, said, “This development not only celebrates Wirral’s industrial heritage but also sets a new standard for sustainable urban living, reflecting our commitment to creating vibrant and inclusive communities.”

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