Bath & Barley

From Design Week:

Bath & Barley’s offering includes submerging yourself in a traditional oak bubble bath filled with fresh water, hops, barley and yeast, all essential beer ingredients. The idea is that the bioactive nutrients are absorbed through the skin while the visitor is submerged in the bath, whereas drinking the locally brewed beverage promotes mental relaxation.

Antwerp-based design studio WeWantMore was brought in from the project’s inception to work on the naming, branding and interior design, tasked with designing a high-end experience that promotes “a sense of relaxation and intimacy” while seamlessly integrating beer, bathing and Belgium’s beer heritage.

WeWantMore sought to reinforce Bath & Barley’s connection to Belgian beer culture by taking cues from vintage beer packaging design for the wordmark, using a calligraphic typeface called Harbour that combines Latin and Germanic typestyles.