Better Wise Up
WISEACRE BREWING CO.
Existing assets for Tennessee’s largest independent brewery guided our choices here. The Wiseacre brand is inextricably linked to the defining artwork contributed by Memphis native Rachel Briggs.
TAPROOM DESIGN
Our amoeba tables and chairs were inspired by the essential chemistry and biology that goes into beer making. As those ingredients bump into one another, react, and create something new in the tanks next door - so do the people on the taproom floor.
For 90’s kids from Memphis, the Oak Court Mall looms large in memory. Mall carcasses anywhere are pretty ripe ground for repurposed treasure and inspo. Wiseacre snatched up all the old chairs out of the Food Court and dipped em in candy coloring to liven up the floor of the new taproom.
Inspired by the essential chemistry and biology that makes both beer and the world go around.
We designed them with a touch of the SpaceAge motif to echo that push & pull between the cosmos and a simple single-celled organism. Yeast, barley, bacteria and hopps, banging around in the tank, solving the world’s problems just like the group of old friends pushing tables and chairs around to accommodate the new ones they just met.
FEDEX FORUM STALLS
We took some vacated holes in the FedEx Forum and carved out a couple of legit, transformational art spaces for Wiseacre to do their thing.
