The eastside neighborhood around the Portland Convention Center has been lacking in food, culture and most anything besides a fast-food burger for a long time. Enter Chef David Machado. The acclaimed Northwest chef’s latest project is transforming the now up-and-coming urban destination’s high-dining experience.
And we do mean high. As in altitude and gravity – the beer sort. Altabira City Tavern perches atop Portland’s newest luxury boutique hotel, the Hotel Eastlund. We’ve worked with David on several of his locations, most recently Nel Centro in the Hotel Modera. For Altabira, David wanted a design to express his take on a beer-focused American dining experience that is sophisticated – but not stuffy.
We share Chef Machado’s taste for simplicity, whether in food or design. After consulting on the name – a clever take on both high-gravity beers and the location’s top-shelf skyline panoramas – we designed the Altabira logo using a tilted green hop head accenting the name. The simple identity and design aesthetic carries through to the stationery system, menus and apparel.