Chuck's Hop Shop

Chuck’s is a convenience store turned taphouse and neighborhood watering hole. It is a trusted community gathering spot, supplying over 40 beers on tap and a wide selection of bottled beers, in a family friendly environment. This past winter I completed a quarter-long rebranding project for the Hop Shop, creating a full brand book.

Design solution:

I chose to focus on the image of Chuck’s as your “knowledgeable neighbor” who provides quality without the snobbery in a space where everyone from your grandma, your beer geek friend, and your four-legged companion are welcome.


Chuck’s current logo features an image of him with hops in his glasses. I retained the whacky character of this design while turning the imagery on its head to communicate a friendly, nerdy brand character.

Chuck's current logo
Chuck’s current logo

Poster series:



Environmental graphics

The biggest challenge I faced in working on this project was retaining Chuck’s approachable charm and lack of pretention, while creating a new cohesive brand. I used Illustrator brushes to create large vector illustrations for friendly wayfinding elements that are consistent with Chucks’ current system of organization but that will be visible even in a tightly packed room.









Design brief:

Brand Purpose:
Chuck’s fosters a casual community gathering place for patrons to enjoy a rotating selection of drinks, consistently good company, and honest, friendly recommendations.

Brand Positioning:
For Seattle locals, Chuck’s is a friendly community tap house whose knowledgeable crew offers honest advice on a variety brewed beverages to fill your particular needs.


Brand Attributes:

friendliness, expertise, variety, community space

Brand Promise:

We believe in good gatherings over a good drink. That’s why we provide unique drinks for the pickiest connoisseur to your four-legged friend and a relaxed atmosphere to bring them all together.

Tonal territories:




Logo iterations:

Final logo: