BIERlab – Brand Vision & Identity

BIERlab, a craft brewery and pub in Zurich’s 4th district, needed a distinctive brand identity that reflected its dual function: a cozy pub and a hands-on brewing experience. The logo had to be minimalist, versatile, and informative, strong enough to be painted on the wall, visible from afar, while evoking the creative, experimental nature of their beer production process. The added branding challenge involved merging concept with environment: the design needed to feel native when painted directly onto the pub’s dark interior wall.

I crafted a minimalist icon combining a lab flask and a beer glass, linked by a stylized brewing pipeline. This visual metaphor speaks directly to BIERlab’s “lab approach” to beer creation, scientific yet playful. A two-tone, black-and-white mark ensures high contrast and adaptability, ideal for digital, print, signage, and environmental graphics. In February 2022, I hand-painted the logo on the pub’s interior. Using golden paint against dark walls maximized visibility and reinforced the brand’s aesthetic continuity across digital and physical touchpoints.

The unique, science-meets-craft aesthetic elevated BIERlab’s identity, making it instantly memorable in Zurich’s vibrant craft beer scene. Patrons are now greeted by the same modern, clean visual language that carries through their digital, print, and in-person experiences, creating a seamless brand journey. The bold wall-mounted logo not only enhances interior aesthetics but also serves as a photo-friendly backdrop, boosting social media visibility and organic promotion. The logo’s adaptability has supported BIERlab’s promotional efforts, from merchandise to online marketing, while maintaining brand consistency.