I led brand creation for a start-up hospitality concept built around a brewery-driven food experience—designed to blur the lines between craft brewing, European-inspired dining, and thoughtful food pairing.

At the heart of the concept is a brewery and tapas-style bar, supported by a Chicago–European–inspired deli and butcher shop, and a curated pairing-driven dining experience. The challenge was to create a cohesive brand system that could comfortably live across multiple touchpoints—beer, food, retail, and hospitality—while still allowing each component to express its own personality.

The brand identity was developed to feel artisanal, warm, and intentional, rooted in craft rather than trend. The logo draws inspiration from barrel staves and traditional brewing materials, referencing both the physical process of brewing and the idea of craftsmanship built piece by piece. This visual language established a strong foundation for storytelling, wayfinding, packaging, menus, signage, and future extensions.

From concept to execution, the goal was to create a brand that felt approachable yet elevated—one that celebrated technique, pairing, and provenance without intimidation. The result is a flexible, experience-driven identity that supports a modern brewery while honoring old-world influences and culinary tradition.

Brand Creation: Me