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Bier Bier by Tsto, Finland

Opinion by Richard Baird.

Branding, logotype and beer mats for Helsinki based beer bar Bier Bier by Finnish graphic design studio Tsto

Bier Bier is located on the ground floor of a striking Art Nouveau building in the centre of Helsinki, and part of The We Are Group, alongside wine bar Vin Vin, restaurant Story and wine importer and wholesaler Viinitie. It has over 100 different types of beer and an interior of dark wood panels and carved frames, ocean green walls, light wood tiled flooring, tan and dark leather upholstered furniture, exposed bulbs and copper detailing. Bier Bier also features a new brand identity created by graphic design studio Tsto, which included custom typography and extends across coasters, neon and backlit signage.

Logotype for Helsinki based beer bar Bier Bier by Finnish graphic design studio Tsto

Bier Bier’s new logotype is an unusual, slightly awkward, and disparate union of loosely rendered organic brush strokes and steady monolinear lines. This duality is complimented by, and emphasised using, a black and white colour palette, and the current and expressive qualities of radiating illustration applied to windows set within the context of an old building with a robust and unmoving exterior.

This fusion of line styles appears to form a connection with the identities of the businesses that make up The We Are Group. For instance, wine bar Vin Vin favours personable and energetic brush strokes, and wine importer and wholesaler Viinitie embraces the monolinear and geometric.

Helsinki based beer bar Bier Bier

Tap heads for Helsinki based beer bar Bier Bier by Finnish graphic design studio Tsto

The logotype translates well into backlit signage but less so as neon tubes. It works well as black on white and white on black while the monolinear elements are drawn out by, or at least reference, the bar’s tap handles.

It is a small project but one that delivers impact through disparity and slight discomfort, which is grounded in the authority of the building and the quality of its interior, and secures distinction whilst remaining part of a broader network of bars, restaurants and retailers. More from Tsto on BP&O.

Design: Tsto. Photography: Mikko Ryhänen. Opinion: Richard Baird.

Branding for Helsinki based beer bar Bier Bier by Finnish graphic design studio Tsto

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Branding for Helsinki based beer bar Bier Bier by Finnish graphic design studio Tsto

Branding, logotype and beer mats for Helsinki based beer bar Bier Bier by Finnish graphic design studio Tsto

What do you think of Tsto’s work for Bier Bier? Share your thoughts in the comment section below or get the conversation started on Twitter.

Branding, logotype and signage for Helsinki based beer bar Bier Bier by Finnish graphic design studio Tsto

More brand identity design work by Tsto:

Logo Design - Taidehalli  Logo Design – Yksi Elämä  Logo Design – El Camino Studio


  • Ameen Al Saqqaf

    The wordmark is very experimental and eccentric which would normally be considered inappropriate if looked at in isolation. But once it’s applied across various assets that make up the identity and presented by compelling photography, it develops into a legitimate and memorable solution.

    • sandrinho10

      Why would you think it’s inappropriate? Design should never been studied without the context also.

      • Ameen Al Saqqaf

        I agree, like I mentioned the logo by itself is peculiar, especially for the location’s exterior and interior. However, viewing the identity as a whole, it delivers an impactful contrast when it’s well-executed through the photography, signage and the website.

  • I can’t exactly put my finger on it but something about this isn’t quite working for me. I’m usually a fan of contrast but here the two elements, graphics and interior, feel as if they are competing. I think the last image of the windows is what really bothers me. The rich interior makes the logo and window graphics (especially these) feel inadequate. That said the interiors and color palette are gorgeous and the logo on its own is awesome, I especially love the coasters.