Located in the heart of Toronto's bustling Financial District, King Taps is a massive multi-level beer hall with over 50 beers on tap and an extensive menu of elevated pub eats. Working with the team at King Taps, we developed an identity and messaging system which conveyed ideas of craft and confidence, professionalism and fun. Informed by traditional serif letter forms, we created a wordmark, icon and pattern which work together in a system which is flexible and dynamic, bold and recognizable. The brand messaging establishes a communication style which is youthful and familiar, reflecting the established brand vision.