Fire Hall Kitchen & Tap is a craft beer tap house residing inside a fully restored hundred-year-old fire hall. The team came to me looking to establish a brand that honored the building’s past while also showcasing their own personality and passion for the things they loved – a community centered around craft beer and great food. Together, we crafted a brand that the local community could latch onto and participate in while also showcasing the beauty, history, and legacy that the building had lived through.
HONORING THE PAST, PROTECTING THE FUTURE
Using the building’s history as a foundation, I crafted typography and illustration that specifically represented the different decades the building had lived through thus far while also intentionally making sure the brand still felt relevant in a modern market. 60’s style hand-painted scripts and blocky “brick-inspired” lettering meet a more modernly illustrated main “badge” icon to create a versatile system full of historical character while still feeling engaging and avoids being too on the nose with the historical references. This system created the perfect toolkit to build out a HUGE suite of assets and physical points of interest for the restaurant and customer experience. Employee Apparel, Wall Murals, Period-inspired tap lists & signage, burn-branded tables, and the crown jewel of it all – custom tap handles bringing the logo to life.
Secondary badges, illustrations, and emblems expand the brand language and have provided perfect solutions for developing a highly successful and loved apparel line for the restaurant. Having such a wide variety of symbols keeps the audience interested and invested in the brand while also giving fans a way to show their love for their local watering hole.