Veldt is a hospitality experience designed for Stella Artois and ABI's larger beer portfolio with collaboration from AvroKo and Lexicon. Principal Designer on a small team all contributing to global design research, key signature experiences, brand platform, brand identity and product design.
ABI's glassware forms, presented with Veldt's identity.
Entrance to a reimagined experience centered around beer.
The Stella Artois brand, deconstructed into a curious new identity.
Beer cocktail menus designed as seasonal editions.
Menus designed as take-away artifacts.
Milled draught hall menus designed as a heads-up read, considering social interaction.
Veldt's brand identity was designed in conjunction with spatial elements for a pure aesthetic.
Taps were designed into the tables to offer a closer connection to servers.
Beer trolleys were designed to offer pairings at different moments throughout an evening.
Space, refrigeration and service requirements drove the functional decisions of the trolleys.
The vision of Veldt's website brought the brand to life using dimension and perspective.
Details like the WC icons extended the brand language throughout the space.
Team: Dino Sanchez, Jonas Damon, Alessandra Lariu, Kris Woolery, Daniel Holtzman, Jung Soo Park, Peter Yoo, Jessica Covi, Piotr Woronkowicz, Adam Wrigley, Erin Skurdal