Biergarten
Biergarten opened in 2016 as an inclusive neighbourhood space inspired by the communal spirit of traditional German biergartens. Over time, its culture became vibrant and loyal, but the brand’s expression didn’t keep pace. Ahead of national expansion, the identity needed to better reflect its fun, familiar personality. We refreshed the brand around its core truth, Biergarten as the familiar go-to place for connection, expressed through the idea of “Always Familiar.”
The brand palette draws from Germany’s Oktoberfest, pairing warm creams and mustards with playful light blues, all grounded by a unifying navy. Beer illustrations use smudged acrylic strokes to evoke blurry community memories. Each beer character is shaped by real stories overheard at Biergarten’s outlets, with small details that make them distinct and true to their backstories.
The brand’s type family is a reflection Biergarten heritage, familiar conversations, and functional needs. Bungee leads as the primary display face, reminiscent of the woodcut letters that were seen in some of the early Biergartens. It allows for versatile usage with various styles to create unique and dimensional displays, both horizontally and vertically. It is paired with P22 Underground, a geometric humanist workhorse for clarity and function across menus, wayfinding, and body copy. Good Dog is used sparingly for handwritten, conversational moments that inject warmth and personality. Together, the three form a layered system that balances heritage, utility, and friendliness in a premium-yet-inviting voice.
