Samuel Adams Boston Tap Room

Samuel Adams has been at the forefront of the craft beer movement. Among several brand initiatives at Sam Adams was the development of a new tap room in Boston to directly reach their customers and heighten brand awareness in the city they call home.

The experience at the downtown Boston tap room was guided by six principles, expressed through a concept narrative and followed through with a direct connection to the experiential and architectural planning: Experience Sam Adams, Connect to Boston, Experience Taste, Celebrate Brewing, Engage with Others, Create a Place for Everyone.

While Sam Adams has always been a part of Boston, the new tap room is engrained into the fabric of the city, centrally located in the heart of the city and more accessible to a wider audience. It's a place that's welcoming to all and invites everyone to make the space their own.

Completed while at Bergmeyer. Responsible for brand strategy, experiential design, environmental graphics, art commissioning and creative direction.