We got to sit down with legendary Ft. Collins, CO, brewery, New Belgium. Together, we envisioned a new life for a brand with an immensely rich and storied past while embracing the unique and quirky spirit of its latest home in San Francisco, CA.

Our conversations led us to create a fresh, playful brand identity, with which we mixed in iconic elements of the San Francisco experience. We awakened the space with a range of finishes and activations throughout the 3,600 sq. ft. taproom and brewery in San Francisco’s iconic Mission Bay district.

Local illustrator John Patrick Thomas was the perfect partner for this project. His hand-drawn style brought rich playfulness and character, setting the brand’s fun energy and mood. These illustrations of the city’s iconic culture became the heart and soul of the brand and were used in murals, wallpaper, and menus, as well as a range of merchandise and apparel.

Additionally, we designed and oversaw the fabrication of the location’s two custom 30-foot+ neon channel letter signs, illuminated blade signs, and digital menu boards over the bar. These impactful neon signs helped to warm up the cold, industrial setting with a classic vibe and give a strong visual detail that would attract passersby into the taproom.