Project Overview

Bea’s Detroit opened in Eastern Market in March 2020, but were quickly forced to pivot their initial business plan due to the pandemic. Owners Bea and Eli Wolnerman adapted to “the new world” and shifted the building’s use to include a tiny wedding program. Bea’s Detroit soon became a premier wedding venue in the city, while still functioning as a boutique co-working space and a charming café. Their team needed to update their initial Bea’s brand in order to reflect the changes, but to also communicate the versatility of the space quickly to customers, without confusing them.

Our design concept was inspired by travel and tourism campaigns that make a city, state, or country a must-see destination. Often, these campaigns feature a variety of things to do while you’re there—from simple and traditional, to weird and wacky. Similarly, Bea’s will become a go-to destination, where the amount of things to do there is seen as an asset. It’s a place that you want to return again and again because you can’t experience everything it has to offer in one trip. It’s the “place to bea”.

Project Goals

• Rebrand Bea’s Detroit to better reflect its offerings after the pandemic, such as the space being used more frequently for small weddings and events

• Quickly communicate the various offerings of the space without confusing the audience (from café to co-working to event space and more)

Project Challenges

• Develop an identity system that has its own unique brand, but that complements its sister brand, Bea’s Squeeze (which we also rebranded!)

Project Outcomes

• The updated brand identity began to roll out in May 2021. Metrics are currently being gathered.