gute Laune
A Bauhaus-inspired brand for a rancher-led beer hall built on good spirits, good food, and shared tables.
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challenge
Gute Laune wasn’t trying to be another themed European bar or polished restaurant concept. It needed an identity that felt authentic, grounded, and communal—one that honored German beer hall traditions while putting local ranchers, butchers, and makers at the center of the experience. The challenge was creating a visual system with clarity and confidence that could scale across menus, signage, and a physical space without feeling precious or performative.
solution
I developed a Bauhaus-inspired brand identity rooted in restraint, function, and material honesty—using bold typography, a limited color palette, and utilitarian graphic elements to let the food, beer, and people do the talking. I guided the application of the system across digital, print, and environmental touchpoints, ensuring consistency from wayfinding and menus to in-space graphics and web execution.
From the start, Gute Laune was about more than aesthetics—it was about mood, substance, and shared experience. The name itself speaks to a feeling: the good humor that comes from sitting shoulder-to-shoulder with friends, holding a heavy stein, and eating food made by people you might actually know.
The brand system was designed to get out of the way and support that feeling. Drawing from Bauhaus principles, the identity favors function over decoration—clear hierarchy, purposeful typography, and graphic elements that feel sturdy rather than styled. This approach translated naturally into the physical space, where wayfinding, wall graphics, and signage reinforce clarity without competing for attention.
Menus, deli boards, street posters, and QR displays were all treated as extensions of the same system—consistent, legible, and adaptable. On the web, I supported the internal team in applying the brand language cleanly and confidently, ensuring the digital presence matched the tone of the space itself.
The result is a brand that feels lived-in from day one: honest, communal, and durable. A place where ranchers and diners can sit at the same table—and where substance comfortably beats style.
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see also
