Brewing a tasty concept: Branding to fizz up brewery's new brew+ plans

Brew+

Sector
Hospitality – Food & Drink

Services
Brand Identity, Collateral, Merchandise, Signage, Interior Styling

Challenge

Northern beer pioneers Brew York needed a bold and vibrant brand identity for their exciting new venue concept, Brew+, a place where craft brewing meets vibrant street food in a fun, laid-back atmosphere.

Context

Inspired by international food and beer halls, Brew York were seeking to define distinctive brand identity, collateral, and venue experience to enable them to roll out their first Brew+ venue in Chapel Allerton, Leeds. Their first proof-of-concept food and drink venue, Brew+Bao, would offer a unique mix of Asian street food and craft beers.

Solution

We used bold typography, fun graphic characters, and a pared-back palette of green tones to help Brew+ stand out on the high street. With bold messaging and a clean, contemporary visual style, Brew+ has already engaged residents and visitors of Chapel Allerton. The ‘plus’ sign in Brew+ represents chopsticks as a nod to the Asian-influenced food, while the tagline – craft beer + more – alludes to the wider food and drink offering.

Our thoughtful approach to branding ensures that the Brew+ concept can work with a broad range of food and drink offerings. The overarching concept is readily adaptable for Brew+Pizza and Brew+Burger, for example, allowing the brand to grow and flex with new locations.

We also collaborated on the interior design, working closely with the team to create a distinctive and engaging space that reflects a fresh, modern bar venue. Inspired by international food and beer halls, we translated the brand’s energy into the physical space.

“Working with United by Design is key to the success of a project – it’s the design that draws people in and creates an unforgettable experience . We’re excited to continue to work with the team as we look to open 10 venues in the North by the end of the financial year – and then expand Brew+ nationally.”

Wayne Smith, Brew York MD

Result

We played a pivotal role in bringing the Brew+ vision to life. Through an in-depth process of research and iterative design, we helped position this new arm of the business for successful regional and national growth, with four Brew+ venues opened to date.

Thank you

It's been a brilliant journey so far. Huge thanks to Wayne and Yousef for continuing to place their trust in us.