New dog on the block
Black Dog Brewery is a new and exciting retail concept in the heart of Wellington city that places emphasis on great beer and great beer moments – a hub for craft beer innovation.
The idea that drove the design was ‘brewing alternatives’, a brand identity and store fit-out based on the idea of a truly inventive, entrepreneurial craft beer hub that would serve as an agitator in the market. We created an eclectic identity with a mix of black and white graphic styles that exude attitude, energy and excitement, and enable colour to come through in the beer products sold in the store. We also hand-painted a series of bespoke beer bottle ornaments to be displayed as art installations around the site – a project we hope will continue as an ongoing piece of theatre keeping the site live and interesting.
A place that literally ‘sparks’ new ideas, the spark device, derived from the logo, is an integral part of the identity and can be seen in various touchpoints throughout the site. The bar’s mantra of ‘new dog new tricks’ speaks to the idea of new beer thinking, innovation and risk-taking, and ultimately, a place at the forefront of brewing alternatives.
- DB Breweries
- Black Dog Brewery Retail Fit-out