for the love of brand... err, beer.

city beer store

the details.

the details.

If you know beer, you know City Beer Store is an internationally famous haven of craft beer in San Francisco. Purveyors of some of the finest beers in the world (and the nicest dang people to boot), Craig and Beth Wathen have outgrown their space three times since 2006. With this last move, they also decided it was time to upgrade the brand to reflect their new bigger and better digs. Now with a rebuilt space, a full kitchen, outdoor patio, and a bazillion more taps, they needed a more polished look and feel to hold it all together.

Having lost it’s consistency over the years, the original branding needed a face that matched their new goals. Elevating City Beer Store to the next level, we created a fresh new brand that also maintained their adventurous spirit. With this came a brand spanking new set of guidelines for them to keep it tidy. We began the creative by reimagining and modernizing their logo so that it could be used in varied applications and reflect their new color palette without losing the essence of the handcrafted feel seen on the t-shirts of beer drinkers at events across the globe. We then created the immersive brand experience by building a new shopify website for e-commerce with digital templates for them to easily update new taps and spread social events buzz. Extending the full brand rollout across the store, bar, and restaurant, the menus were crafted so that they could be printed in-house daily, the wayfinding signage reflected the traffic patterns and needs of the patrons, and the logo wrapped everything from windows to glassware.

By the way—we’ll be holding office hours from 3 to 5, at City Beer Store, daily.

Photography by Suni Sidhu. Illustration by Nick Fulmer.


Visual Identity and Brand Expression
Brand Foundation Building
Brand Messaging and Positioning
Print and Promotional Collateral
Outdoor and Environmental Design
Brand Guidelines
IA/UI/UX Design
Responsive Website Design + Development
Content Management System
Content Strategy

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"barbara and her team are like a pack of super heroes masquerading as creativeagents. looking for a top notch creativeagency? this crew has your back."

— beth & craig wathen, owners city beer store