塞缪尔·亚当斯波士顿酒吧间丨美国波士顿丨Bergmeyer

Samuel Adams has been at the forefront of the craft beer movement, which has continue to see epic growth. 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.

To begin working with Sam Adams, we conducted an audit of their brewery experience, digital experiences, and social buzz. Business objectives and marketing strategy, which included demographic insights and key goals for a target audience, were analyzed before arriving at a comprehensive brand strategy and brand positioning.

As the brand continued to expand beyond its home base in Jamaica Plain, an important part of the project was the strategic positioning of all physical locations and their relationship to the flagship brewery. What makes each location unique? What's the customer experience? What brand values are most present and how do they change from city to city? Who does the location serve? The creation of a framework in which all locations had a clearly defined position helped achieved buy-in from the decision-makers in the organization. Once a strategy was agreed upon, program planning and a creative vision was facilitated through collaborative exercises.

Design Principles

These six design principles became a guide for the experience, From a concept narrative to a direct connection to the experiential and architectural planning.

Experience Samuel Adams

Whether you’re always nearby or are just visiting for the day, we want you to make this space your own, drink better beer, and experience Samuel Adams.

Connect to Boston

Located in the heart of downtown Boston, steps from the monument representing

our inspired founding and namesake. Samuel Adams. Brewer. Patriot. Bostonian. Revolutionizing the craft movement and pioneering the pursuit of better, this is a beer experience like no other.

Experience taste

Explore the taste and freshness of experimental batches straight from the

tank. As an extension of our Nano Brewery, the research and development laboratory where all our beers go through extensive iterations, this is your unique opportunity to try and rate our collection of nano beers before we choose what’s ready to be put into full production.

Celebrate brewing

Learn about the new innovative beers we’re brewing with any one of the expert

brewers and bartenders. They can talk flavor profiles, ABV, IBU, OG/FG, SRM... or they can just shut up and let you drink really great beer.

Engage others

Exclusive Samuel Adams beer is only part of the story though. We’ve also opened this location to celebrate the brands and the people behind them that, like us, continue to strive for more. This is Boston’s venue for our platform Brewing the American Dream where we back food and beverage entrepreneurs with high ambitions for pursuing better. Business professionals can check out events like our coaching sessions, seminars, or pitch contents, for inspiring insight to advance their own businesses.

Create a place for everyone

Looking for a change of scenery to break up for the workplace routine? Be inspired by working near the brewing facility, meet with a colleague over beer, and get some new ideas on the table in a flexible atmosphere. A multipurpose, indoor/outdoor event space on the roof deck connects you to energy of the city and is available for private functions or corporate off-sites. Sign up for a planned event, get your company in for a team building session, or just get some productive work done with other beer lovers around you.

While Sam Adams has always been a part of Boston, the new tap room is ingrained into the fabric of the city, centrally located in the heart of the city and more accessible to a wider audience. As such, it's a place that's welcoming to all and invites everyone to make the space their own. There are a variety of spaces to enjoy beer, each with brewing equipment as a backdrop, making innovative brewing a part of the overall experience.

My contributions for this project included research and brand strategy, to copywriting, experience design, signage, graphic design, art commissioning, creative direction, and custom product design.

Completed while at Bergmeyer.