A neighborhood pub,
redrawn.
I led the rebrand of The Bier Stein, Eugene’s bottle shop and pub since 2006, building a badge, a palette and a cast of characters that now run through everything from the menus to a collab can.
Logo design
Character illustration
Menu & signage design
Merch & collab can artSTUDIOManifest Creative
A local favorite.
A brand to match.
With more than 1,000 beers in the cooler and two decades of regulars, the Bier Stein had earned its place in Eugene. Its brand hadn’t caught up. The old logo was busy and hard to reproduce small, and the menus, signs and social posts all looked like they came from different places.
I started from what makes the pub feel like the pub: a stein, the Willamette Valley, and a crowd that comes back every week. That became a bold badge, a palette named for beer styles, and a set of characters with enough personality to carry the brand on their own.
From busy to bold.
The original mark leaned on fine detail that disappeared at small sizes. I rebuilt it as a badge: a stein rising over the valley, framed by hops and barley, with a strong silhouette that holds up on a pint glass, a sandwich board or an Instagram avatar.
Meet the regulars.
Every good pub has its regulars, so I drew some. Steinhausen leads a cast that includes Hoppy, Cappy and a bottle-and-can duo, all drawn in a rubber-hose style that feels like a night out. They do the heavy lifting on social, event promos and merch.
Easier to order from.
The old food menu was one dense page. I split it into clear sections, called out specials, to-go deals and the loyalty program, and carried the brand across both sides so the menu feels like part of the pub, not a printout.
Signs people actually read.
A wall of 1,000+ beers is a lot to take in. A step-by-step guide shows first-timers how to shop the cooler, branded headers keep the styles sorted, and even the parking sign gets a little personality.
Twenty years and a collab can.
The system kept paying off. I illustrated the Bier Stein’s 20th anniversary art and put Steinhausen on Stein Bender, a collaboration beer with Fort George Brewery, then brought the characters home on a line of shop merch.
“They struck the perfect balance between infusing fresh creativity into our branding while maintaining our core values. Their work has had a significant and positive impact on our business.”
Sarah FirthDirector of People & Operations, The Bier Stein