The Bierbaum store

What I did:

  • Housestyle
  • Signage
  • Website (Static HTML, CSS)

The beer tree

T his Amsterdam beer specialties store is called "Bierbaum" which means "Beer tree" in german. The franchise is now two stores and one Bar strong and expanding.

I developed a housestyle based on the biblical story of temptation that is stylistically rooted in Art Deco/Art Nouveau.

The Logo, used for stamps, invoices and letterheads:



Extended Logo illustration, used for shop window, bottle labels, T-shirts:

Photograph of Bierbaum store window Original Bierbaum location at Jan Pieter Heijestraat, Amsterdam

Concept: The tree

The shop's identity is all about temptation. The logo is supposed to lure you in and sample its huge variety of beers. The biblical tree with the snake and Eve provides a perfect visual metaphor for that.

The unusual shape and design of the logo attracts attention of people walking by the store and it feels right at home in the whimsical world of craft beer.

Typeface: SF Bierbaum

One style reference we were using a lot was Art Deco, which is very prevalent in Amsterdam. I couldn't find a perfect font for the logo in that style, so I created a custom All-Caps typeface: SF Bierbaum, using FontForge.

It's not perfect yet, especially kerning needs a lot of work. But for the logo and short headlines it is a functional font. You can download it and use it for your art deco designing pleasure.

Download .otf
Sample of the Bierbaum typeface SF Bierbaum: Art Deco All Caps Display font.

The Website offers general information about the store, a list of beers on the shelves with reviews powered by Untappd and a listing of all events held at the store or in the neighbourhood that are related to craft beer.