Initially engaged to design the exterior signage, garden and main entry gates for Hoboken's Zoning Board hearing, Dutch East Design provided a full branding package for Pilsener Haus & Biergarten. Seeking a neighborhood for their next venture, the client recognized a gap in the Hoboken market for convivial outdoor dining and an authentic beer hall experience. A research-based design approach combined style elements from US and European brewery vernaculars with the character of the old warehouse building that the bier hall occupies. One feature of this vernacular was obtaining permission from the building owner to wrap the entire top of the building with the venue’s name, despite the beer hall only occupying the ground floor, in the spirit of a brewery occupying the whole structure.
In the design of collateral special attention was paid to developing an expansive but flexible menu, as beer specials were to rotate seasonally. Also, a paper stock that was near-impervious to liquids was selected for printing - ideal for a busy beer hall setting.