Case Study
Ten Bends Beer
Taproom Experience Design
Role: Founder, Brand Director, Experience Design Lead
Scope: Spatial Experience, Interior Treatments, Signage, Lighting, Vendor Collaboration
Location: Hyde Park, Vermont
Overview
The Ten Bends taproom was designed as a physical extension of the brand—a space where product, environment, and culture align to create a welcoming, durable experience.
As founder and brand director, I led the taproom’s experience design from concept through implementation. Working with an interior designer to establish initial direction, I translated those ideas into a functional, human-centered space—designing interior treatments, signage, lighting, and spatial details, and overseeing hands-on execution alongside trusted vendors.
The goal was not decoration, but experience: how the space feels, functions, and evolves over time.
Design Intent
The taproom occupies a rustic, modestly sized space. From the outset, the challenge was to create something warm, flexible, and intentional without over-designing or overwhelming the room.
Key priorities included:
Comfort and flow within a small footprint
Functional layouts that support conversation and lingering
Materials and finishes that age well through use
A feeling that is calm, grounded, and unforced
Every decision was made with the understanding that experience is cumulative—shaped by light, sound, texture, and behavior as much as by visuals.
More Than Just Beer
From the beginning, the taproom was meant to offer more than a place to drink. It was designed to reflect a broader cultural point of view—one that values music, design, and the tactile experience of well-made things.
As part of that intent, I launched a small-batch record store within the taproom. The goal wasn’t retail scale, but discovery: offering a curated vinyl selection that complemented the atmosphere and invited people to linger, browse, and connect. It became an unexpected layer of the experience—something that felt personal rather than programmed.
I designed the identity for the record shop and developed in-space signage to integrate it naturally into the taproom environment. Like the rest of the space, it was treated as an extension of the brand rather than a novelty—another way to express what Ten Bends values beyond the beer itself.
This addition reinforced a simple idea: the strongest experiences are often built from small, thoughtful gestures that reward curiosity and create memory.
A Living Environment
The taproom was never intended to be “finished.” It was designed as a framework that could adapt over time—through seasonal shifts, changing music programming, and evolving community use.
Functionality and feeling were equally important. The space needed to work operationally while reinforcing the brand’s values: care over hype, quality over trend, and community over transaction.
Reflection
This project reinforced a core belief that experience design extends well beyond screens. Whether physical, digital, or emotional, the strongest experiences are built through attention, restraint, and follow-through.
The Ten Bends taproom represents a holistic approach to design—where ideas are not only conceived, but realized, tested, and refined in the real world.