City Beer Store (Branding / Website Template Design)

City Beer Store is a renowned haven of craft beer in San Francisco. With growing popularity, the owners decided to relocate up the street in the SOMA neighborhood that needed a brand uplift.

The Challenge

With this last move, City Beer Store needed to upgrade their brand with a more polished look and feel that helped reflect the fun, inviting, and artisanal experience that beer-lovers will have at the new venue. With the new brand look, they also needed a website that they could use to not only promote their craft beers that were on constant rotation, but also to showcase their new food menu as they planned to extend into a restaurant as well.


  • Logo Exploration
  • Color & Type Brand Expression
  • Brand Guideline Build
  • Template Site Selection / CSS Customization
  • Collateral Template Design


I assisted in designing a matured version of the brand that City Beer Store is known to have: adventurous, fun, but also fresh and a bit more elevated.

While we designed a new and updated logo for them, I helped find a fresh new color palette and supporting typeface that can be used across all forms of brand expression.

After the brand was finalized, I created brand guidelines showing how to use their new typography, color palette, photography, and a refreshed/modernized logo across all platforms (digital + print + in-venue).


Once the brand was finalized, it was time to build the site. Due to the requirements of the client, we built the site using Shopify in order to keep future thinking in mind with products they wished to sell on the site. In this phase it was my responsibility to research and find a template that could accommodate the look and feel that the new brand represented, while still being easy enough for the client to manage on their own. Once the template was chosen, I went in and customized the CSS and typography to match the brand, and populated the site with the correct pages and content provided.

Along with the website, the client also needed help with print collateral. I assisted in designing a multitude of templates for menus and event posters that the client could update in-house, as well as creating a new set of business cards reflecting the now-current brand identity.