city beer store

Branding / Website Template Design
Work done in collaborative efforts at 300FeetOut. All imagery provided/owned by 300FeetOut.
Project Overview
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. With this last move, they 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.


We put together a fresh new logo, color palette, typography, and photography guide to help bring the company up to the standard it wanted to represent.

The website was built in Shopify with a template I helped curate, and then brought to life with CSS customization and content population.

We also still work with the client for creating new print templates and collateral that the business can utilize.

View the live site.

My Contributions
• 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).

Template builD & print Collateral

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.
Look and feel of the new website.