45 Degrees Craft Beer Bar Environmental Graphics

45 Degrees - the perfect angle to pour beer from a tap.

Such is the precision 45 Degrees stood for. A neighbourhood craft beer bar concept added to ABI’s F&B portfolio, 45 Degrees was designed by H Creates in Nordic chic style. Founder Kelley Lee envisioned it to be a neighbourhood craft beer bar with a warm, welcoming feel, which the minimalist Scandinavian aesthetics was not delivering. To make the space more lively and “craft” centric, I suggested turning it into a narrative space where a fictional quirky character, “the Dude” - a stereotypical hipster craft beer connoisseur, hangs out. It was kind of making fun of the stereotypes, yet at the same time subtly depicting the admiration for the dedication.

I populated the space with hand-drawn graphics, hand-painted vintage-style wooden signs, photography that showcases the Dude’s hobbies, and humourous illustrations of “insider jokes” that would trigger a giggle in a craft beer enthusiast.

At the opening party, I did a live performance with a three-metre tall mural drawing. It was super fun!