Opinion by Richard Baird Posted 23 November 2016
O Street worked with craft brewery Brewdog; best known for their beers and big attitude but also a growing hospitality presence throughout the United Kingdom, to create a distinctive menu design and system for over fifty of their bars. This included both a full menu which features a handmade backboard, and a Daily Drafts menu, individually finished at each location.
Inspired by old school graffiti, and in the Brewdog spirit, O Street directed the brewery’s staff in the creation of robust chipboard backs finished with spray paint. Although each is custom they are unified by a preference for the geometric and a vibrant colour palette.
Drawing on Brewdog’s brand identity, a logo with an irregular letterpressed texture, and with a desire to establish a no-fuss attitude, O Street paired a bold, uppercase and condensed sans-serif alongside the mechanical utility of mono-spaced typewriter font. The juxtaposition of type, and the addition of special characters and symbols, delivers impact, utility and small playful quirks.
Alongside the industriousness of the backboard, and the urban qualities of its spray painting, sits uncoated dyed and mixed fibre Fedrigoni and Paperback stock finished with a blind emboss and block foil. These add a distinctly contemporary, high quality and tactile quality in line with brand, and the crafted nature of its beers.
Through production, material, type and finish, O Street taps into the spirit of Brewdog, its no-fuss urban attitude and craft foundations, building out brand with a robust, practical and memorable asset that reflects the materials of its bars but also stands out through colour. More from O Street on BP&O.