M3P Designs
Brew Pub
Sector
Hospitality
Brand
Leys
Year
2023
Designer
Maria Petersen
Project Brief
The design problem is to turn this current space fitted for a restaurant and create a craft beer brewpub. Located in South Africa this space must reflect the passion for craft beer and showcases the microbrewery and its workings. The goal is to design a space that effectively communicates the brand and visual identity of the brewpub, while also meeting the space requirements. Including designing the company's brand and visual brand identity, creating a menu that complements the craft beer offerings, and designing labels for the beer. The space needs to accommodate the micro-brewery, a bar with beer on tap, a fast-food-style restaurant, a kitchen for serving the restaurant, and ablution facilities. The design should provide an engaging and immersive experience for beer enthusiasts, highlighting the artisanal nature of the brewpub's special blends and local ingredients.
Design Rationale
The design of this microbrewery and brewpub draws inspiration from beer culture and a specific audience, particularly bikers, reflected in the slogan "Barley and Harleys." The brand name, Leys, is a fusion of these words to project a more inclusive image. The design transitions from tradition to a bold aesthetic influenced by bikers and old-school tattoos, evident in the branding and beer can illustrations. The space contrasts the vibrant cans, adopting a monochromatic, dark, and industrial atmosphere, featuring metal piping reminiscent of Harley Davidsons and brewery machinery. The intentionally worn finishes and grungy aesthetic convey an old, traditional feel with materials like concrete, steel, dark woods, and hints of colour from peeling paint and rusted metal panels. Transparency in the brewing process, visible tanks behind the bar, and a fast-food kitchen for beer and food pairings enhance the experience. Sustainability is a key focus, incorporating solar energy, can usage, composting, and reclaimed materials.
Brew Pub - LEYS
