Boulevard Brewing Company

For The Boulevard Beer Hall, Carpenter Collective’s brief extended past the walls and into the tabletop itself, translating a brand identity into something guests could hold, flip, and mark up over a pint.

Menu Design

Each handheld menu carries a custom logo, screenprinted and lasered directly into the material, and is finished with an antiqued brass knurled knob at its center. Flip it over and a Beer Hall pattern reveals itself on the reverse — a small moment of discovery built into an everyday object. For guests building their own tasting flights, a dedicated flight menu offers space to mix a custom selection and record notes as they go. Near the ordering window, a permanent chalkboard menu hangs from the transom, giving staff an easy, ever-changing canvas for featured food items.

Identity & Concept

The visual language of the Beer Hall rests on icons that are simple but full of character, sharpened by triangular forms and half-tone textures — choices rooted directly in Boulevard’s history. Both the original 1989 logo and the brand’s more recent refresh, with its confident diamond motif, informed the direction. Working closely with the Boulevard team, Carpenter Collective shaped an identity and guest experience that reads as a genuine extension of the brewery itself: warm, a little whimsical, and grounded in classic typography built to flex across whatever comes next.