Widmer Brothers: Moda Center Bar
This bar stable in the Trail Blazers’ arena received a full design re-fresh
including a new activation area and graphic overhaul.
Last updated in 2016, this bar space was in need of a refresh and with a recent Widmer Brothers rebrand it was the perfect time for an upgrade. We weren’t permitted to change any of the architecture in the space so we focused on the areas that felt empty or dated, which included the corner graphics, back wall, table tops and messaging.
Before
With tons of traffic and visibility during game days and concerts we wanted the space to feel inviting while being bright, bold, and sleek.
To achieve this we kept a tight color palette, strong messaging, and branded touch points throughout the space. This is highlighted by the vibrant and iconic Hefe yellow that stands out as soon as it's in sight, and paired with the Widmer brand black set the mood and balanced the space. The clear and direct messaging helped show off unique parts of the Widmer brand, like the close proximity of the arena to the brewery, the distinct partnership with the Blazers, and the brand's history.
The corner graphics featured the bright and playful illustrations seen in the Hefe can artwork. The artwork was created with the corner in mind allowing each side of a weizen glass to be seen fully when viewed head on.
The back wall was a fun design challenge thinking through ways we could encourage people to spend more time in the space and interact with the brand. We landed on showcasing the brand's core product in a bright, fun, photo worthy moment. And while there’s other photo moments in the Moda Center none featured an 8’ beer bottle you could pretend to drink!
The oversize Hefe bottle and neon slogan really anchored the space and achieved the energy and life we were aiming for.
The photo result was awesome making it easy to frame and fun to share, plus the location made it accessible to approach even while busy.
The table tops featured a graphic collage of stats and facts
of both the Widmer brand, and its connection with the arena.
The stats “2526 Steps to the brewery from here” and “250,000 pints poured per year in arena” stood out as uniquely Widmer moments that captured this connection. The stats were positioned in a way that can be read at any angle and offer unique moments of discovery each time viewing. Branded illustration pieces were used to help fill out and add texture to the the graphics.
The space really came together well and became the latest and greatest brand expression for Widmer Brothers.
From the small tap enclosure graphics, to the drink menu, and all the way up to the TV columns each piece was designed with the Widmer brand in mind ensuring that it showed up at its very best and last for years to come. Unfortunately, due to some unforeseen bureaucracy the entire bar was stripped just months after its launch and right before the 23-24 NBA season.
It was exciting to work through all the details on this project and It felt great seeing the client hyped to see it come together! Such a bummer it was only up for a brief moment, but I’m glad it was there long enough to see people enjoy it.
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Art Direction, Design Development, Production Design
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mid 2023 With Plastic Sunshine
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Louis Carlton: Executive Creative Director