Hi, I’m Joey.
Generative Branding & Interactive Systems
Email Linkedin Résumé Joey’s Kneipe
Hospitality Branding | Illustration | Art Direction
A hospitality brand for a conceptual Berlin Kneipe—the neighborhood pubs that have shaped the city's social fabric for generations. The project reimagines this traditional space for a new audience, blending retro warmth with youthful energy. Hand-drawn characters, vintage typography, and community-driven programming create a brand that feels both rooted and fresh.
Cultural ContextBerlin's Kneipe culture runs deep. These aren't cocktail bars or clubs—they're intimate, unpretentious spaces where the menu is simple (beer or wine) and the conversation is the main event. This research informed every design decision that followed.
Logo Design"Beer Boy" and "Red Wine Girl" embody the two pillars of Kneipe culture. The characters went through multiple iterations—exploring expressions, gestures, and props—to build a flexible illustration system that feels spontaneous but consistent.
CollateralMenus, coasters, and sandwich boards carry the tagline "One story at a time." Hand-drawn elements and warm tones reinforce the analog, lived-in atmosphere.
Space Design
The physical space balances historical character with modern comfort. A cultural wall showcases local artifacts; warm lighting and intimate seating encourage lingering. The design invites both regulars and newcomers to stay a while..
Social MediaDigital content blends hand-drawn illustrations with real photography, creating a playful, community-focused presence. Campaigns like "Best Beer Selection" invite participation rather than passive consumption.
Website
The website carries the brand's warmth into digital space—wood textures, hand-drawn elements, and straightforward navigation for reservations and event listings.
Community Events
Reading nights, open mic sessions, and game nights turn the bar into a neighborhood hub. Posters for these events use the illustration system, reinforcing the brand while building local engagement.
Street Presence
Stickers placed throughout the neighborhood embed the brand into Berlin's street culture—a small gesture that makes Joey's Kneipe feel like a genuine part of the local scene.
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