Fritzenberger brand exploration
Concept + Art direction + Design + Typography
Further develop the Fritzenberger look and feel based on the initial concept by Cutts Creative; as well as develop a suite of artwork for the restaurant fit out and launch.
Fritzenberger, Frites and Burger Brew Pub, does exactly what it says — serves fries, burgers and beers — most of the which are brewed in-house, right behind the bar. The brand stands by its tasty, locally sourced, no-nonsense menu — which is very good, trust me.
The restaurant has an converted industrial feel; a mix of exposed brick and structural beams, concrete and corroded metal, with dark timber, stainless steel finishes.
I used older style print techniques and gritty textures to bring the industrial feel to the overall design; as well as having the menu, brand and promo posters pasted to walls in lieu of framing. The use of a single hue means full colour photography has a much bigger impact, and the simple design allows for a mixed bag of typographic styles.
Fritzenberger’s master brewer is responsible for the fifty or so Fritzenbeers and their wonderful names. Each tap design is hand drawn, inked and then photographed.