The Problem:

Name a beer for SF Design Week


Our friends over at Moniker were hosting an open studio for San Francisco Design Week last June. Instead of the printed ephemera that studios typically give out at these sorts of things, Moniker wanted to take it to that next level — the beer level. Inspired by a recent studio trip to Japan, they envisioned a beer that matched the feeling of the trip.

The Fix:

Name the feeling


After digging into the trip and seeing some initial visual directions we focused on a very specific idea: the feeling of a cat taking a nap on a warm Japanese afternoon. We honed the feeling over two rounds of names, settling on Bask, the most direct name presented. If relaxing on a summer afternoon could only be defined by one word, it’d be bask.

This beer was definitely a group effort. Woods Beer Company in Oakland worked with Moniker to develop an earthy and bright genmaicha pale ale. After naming we turned our attention toward crafting a description and tasting notes. Moniker designed the feline-inspired bottles and coasters. From there all we had to do was drink some Bask in the San Francisco sun. Easier said than done.

“The idea for Bask came to us on a trip to Japan as spring made way for summer in 2016. Brewed with genmaicha, Bask brings the earthy taste of green tea and toasted rice to the brightness of Azacca and Nelson Sauvin hops. We’ve taken the people’s tea and turned it into the people’s beer. Perfect for a warm night along the Meguro river. Or wherever you might find yourself on the longest days of the year. It’s the kind of beer that has nowhere to be, except in the palm of your hand.”


More you say?