Boulevard Beer Hall

Restaurant Brand Identity

Boulevard Brewing Co. expanded their visitors experience with a 10,000 sq. ft. Beer Hall in a newly acquired building. We created the brand identity system complete with a logo system, patterns, customized typography and a playful iconography system. Applications included everything from murals, packaging, to menus and order number blocks to hand-painted and dimensional signage.

Exterior of the new Tours & Recreation building. Architecture by Helix.

Signage fabrication and installation by Midtown Signs

Custom typography hand-painted on glass with frame constructed from reclaimed barn wood
“It is so fun collaborating with Carpenter Collective! They really listen to our ideas, and I appreciate that they always present several design solutions to look at. I feel confident when we send them a new project that it will exceed my expectations once complete.”
Amber Ayres, Director of Tours & Recreation, Boulevard Brewing Co.
Interchangeable, magnetic menu design showcases the 24 beers on tap

We created a series of menus for the Beer Hall. Handheld menus with custom screenprinted and lasered logos sit on tabletops. Handheld menus are outfitted with antiqued, brass knurled knobs. Lift the menu to reveal Beer Hall pattern on the backside. We also designed flight menus for visitors to create a custom flight mix and jot down tasting notes. By the ordering window, we created a permanent chalkboard menu attached from the transom, so employees can update featured food menu items as needed.

Pin-mounted dimensional Beer Hall sign and rusted, hand-painted Cold Water sign
Custom tissue makes the perfect background for Beer Hall treats

Hand-painted order number blocks pairs our iconography with cheeky copy

The Boulevard Beer Hall identity uses simple, yet personality packed iconography, paired with sharp triangles and half-tones. These shapes are not by accident. The original 1989 Boulevard logo and the brand refresh that utilizes a strong diamond shape throughout it’s packaging served as inspiration. Our team worked closely with the Boulevard team to develop an identity and experience that is an authentic extension of the brewing company. The new identity elevates the Boulevard beer drinking experience with warmth, whimsy and classic typography that can be easily adapted to future applications.

Custom snack bags and coasters
Hand-painted ordering window graphics on frosted glass
3-color, hand-painted custom typography for the entrance of the Tours & Recreation

Hand-painted signage and iconography spread throughout the Tours & Recreation campus to serve as wayfinding

Recycling doors hand-painted with messaging promoting Boulevard’s zero-landfill initiative