Craft Beer Market

Where everything's on tap.

CRAFT Beer Market is a new Restaurant + Bar concept set to open Summer 2011 in Downtown Calgary Alberta Canada. Set in a spacious character building on 10th Ave SW, with seating for over 300 and will feature over 100 beer on tap. That's right, over 100 beer on Tap.

Our Audience

At first you might assume that everyone in Calgary with a pulse would qualify as our audience and you wouldn't be far off the mark. More specifically our audience is aged 18 - 50 and is searching for a cure for the common restaurant experience. With only a slight skew to the male audience as girls tend to eat and drink beer too.

Our Mission

CRAFT tasked FLIPP with the responsibility of creating the ID and developing a brand that would launch this outstanding Calgary watering hole. Our mission was not only the initial look and feel but to create a personality for CRAFT that would carry them to launch, opening and beyond. CRAFT owners were looking to build a solid brand around a non-pretentious, relaxed and humble attitude backed with a love and appreciation for craft beer and great food. The look and voice used for CRAFT is meant to be trendy and cool yet approachable and down to earth.

Identity

The CRAFT Identity was tailored to have an open market feel to it. References included old authentic tin signage and market signs. The result is a mark that you immediately feel comfortable with, as though it has been around for years. For applications of the ID such as business cards, table talkers and menus we have utilized weathered/aged stock to add character to the brand and enhance the approachable nature of the personality. Our tag line - 'Where Everything's on Tap' speaks to both the factual element of over 100 beer on tap and to the lively social atmosphere.

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