Stand out from the competition in the craft beer space.

BACKGROUND:

The craft beer revolution, which began in earnest in the late 20th century, represents a significant shift in the brewing industry away from mass-produced, uniform beers towards small-scale, independently brewed beers with a focus on quality, flavor, and innovation. This movement has transformed the beer landscape in several key ways. The craft beer revolution has profoundly changed how beer is produced, consumed, and appreciated, fostering a global community of beer enthusiasts and a vibrant, dynamic brewing industry.

THE CHALLENGE:

Most craft beer drinkers enjoy their time drinking their sophisticated brews in an uninspiring environment.

RESEARCH:

I visited a craft beer bar or two in my life and I have since many years wanted to open up one myself, or at least fantasized about it... What would it look like, feel like, taste like and smell like? I ended up at the thought of a distinguished gentleman, or a snob who enjoys the finer things in life. An enjoyer of life. I often jokingly called myself and others beer snobs.

INSIGHT:

Craft beer enthusiasts are kind of snobs

NARRATIVE:

classy

joint for

beer enthusiasts.

DELIVERABLES:

Concept
Indentity
Interior design
Graphic design

NOTES:

So I often joke that I am a bit of beer snob, and with this concept I am having fun with that while still wanting to make a place I'd want to visit.
Dandy means something like this: "A "dandy" refers to a man who places particular importance on his physical appearance, refined language, and leisurely hobbies, typically with an emphasis on elegance and fashion."
It was a balancing act to make this concept, is it ridiculous, does this feel more like an old cocktail bar than a craft beer place?
I wanted to reinvent the concept of a craft beer bar.
It was a challenging task where I doubted myself a lot. The concept kind of stands or falls on the customer having some self distance.
The checkered floor, chesterfield couches and the velvet drapes was a must! :)
"Enjoy some high brow brews... at DANDY!"