Case study · Bottle shop & pub · Eugene, Oregon

The Bier Stein

Eugene's bottle shop and pub, with more than 1,000 beers in the cooler. We rebuilt the brand from the ground up: a new badge logo suite, a four-color palette, and a cast of characters led by Steinhausen that now runs through the menus, signage, merch and even a collab can.

Client: The Bier Stein
Services: Brand identity, illustration, menus, signage, merch
Location: Eugene, Oregon

What we did

A neighborhood pub, redrawn

Challenge

The old logo was busy, hard to reproduce small, and didn't match the warm, community-first place the Bier Stein had become. Menus, signs and social each looked different.

Approach

A bold badge built around a stein and the Willamette Valley, a tight palette named for beer styles, and a set of illustrated characters that give the brand a voice of its own.

Result

One brand system the team uses everywhere: food menus, signage, merch, the 20th anniversary art and a Fort George Brewery collab can.

Identity

Before & after

Drag the handle to compare the original logo with the new badge.

BeforeAfter↔

← Drag to compare →

Logo suite & color

Built to flex

Primary badge, horizontal lockup and a round community seal, so the mark fits a pint glass, a sandwich board or an Instagram avatar.

Primary badge

Reversed

Roasted MaltPrimary dark · #3B0006

Cream AleBackground · #F5E6A8

Pilsner GoldAccent · #FFC709

Emerald ValleyAccent · #00B095

Illustration

Meet the regulars

Steinhausen and friends: a cast of rubber-hose characters for social posts, event promos and merch that feels like a night out at the pub.

Steinhausen the stein with a hop and a bottle cap

Bottle and can characters marching with a Cheers pennant

Hoppy and Cappy raising steins under a Cheers banner

Skull and roses art for the Bier Stein's 20th anniversary

Sheet of Bier Stein badges, pennants and characters — Badges, pennants and characters

Menus

Easier to order from

The old menu was one dense page. The new one splits food into clear sections, highlights specials and to-go deals, and carries the brand on both sides.