Case study · Food & Beverage
San Juan Seltzery
Taproom
A flagship taproom, kitchen and bar in Seattle's SODO district that feels like the San Juans, not a beach bar.
The challenge:
San Juan Seltzery was opening its flagship taproom and bar in an industrial space in SODO. The easy move was a kitschy beach bar. The brand needed the opposite. The misty, salt air calm of the San Juan Islands, built into a room people would come back to.
The approach:
Less Jimmy Buffett, more fog over Friday Harbor. Colors pulled from cedar, steel and seafoam, with type that nods to old maritime signs. I led it from concept to opening. Interior branding, signage, rotating menus, tap handles, merch and the graphics that tie the room together. I also helped bring in Seattle chef Ethan Stowell to build the kitchen program.
Menu boardsThe lineup, built for a dark bar and a quick read.
The spaceIndustrial bones, salt washed calm.
PrintMenus and tour posters from the same system.
PromotionsEvents, fundraisers and kegs to go.
MerchShirts and hats that carry the badge.
The outcome:
A taproom that works as a living piece of the brand. Equal parts island escape and Seattle original, a stone's throw from the SODO ballparks.
Less Jimmy Buffett. More fog over Friday Harbor.
Launching a beverage?
One senior designer from first sketch to press,
on retainer or by the project.