The 4,500-square-foot operation, set in the former Canadian Tire building on Main Street, Fredericton sat empty for nearly a decade. Our goal, with their beer and their space, was to try to capture a time and a moment.
Stand Out Features
The building offers high ceilings for their mezzanine office space, a large production area, and proximity to an active community centre. To transform the warehouse into a proper taproom, Jake & Dan brought us on board to refine their vision for including local materials such as the reclaimed bowling lanes salvaged for countertops for the bar and communal tables.
We tried to focus on the beauty in the negative spaces, as well as creating thoughtful and impactful design for their guests as they enter the space and engage with the product.
The trail fencing imitated as a back drop for their logo adds visual texture. The resulting design employs simple forms, while adding warmth and personality to the rough surfaces. Defining the material palette early on in the process inspired a cohesive design.