In the rapidly growing craft beer industry, there are many options for custom wooden beer tap handles, tasting paddles, jockey box covers, serving boards and more. For the past three decades, Vancouver-based Smooth Edge Design owner Adam Berson has run his woodworking business specializing in hospitality and restaurant interiors, with many custom wooden products.
“We specialize in serving the craft beer industry with products such as custom tap handles, beer tasting sampler paddles, jockey box covers, serving boards and wooden signage,” said Berson. Starting out small with a focus on quality and design, Berson said, “We work directly with our clients to design and build everything from beer handles to restaurant signage, [and] everything in between.”
He says working with his clients to create and design ergonomic, well-crafted pieces is what he likes most about the industry. “Having worked in hospitality, I know that having taps or flights that work for individual restaurants is a key component to success,” he said.
The importance of branding
For those in the hospitality industry who want custom tap handles to showcase a brewery or cidery’s personality, Berson says branding is essential, which can be challenging. The process of creating custom tap handles begins with a conversation between Berson and his client by phone, email or in person.
“A great logo may look fantastic on the outside of a building, but not translate well to a tap handle. We try to find the best way to showcase logos and brands on handles that pop and focus on what is being poured, rather than just a flashy design.”
Adam Berson, Smooth Edge Design
“Often, there is a lot of back and forth with logos and proofs, but [the process] can also be quite simple – even from a napkin sketch to proof to fabrication.” He says it can sometimes be challenging to translate a company’s brand to tap handles and flight boards. “A great logo may look fantastic on the outside of a building, but not translate well to a tap handle. We try to find the best way to showcase logos and brands on handles that pop and focus on what is being poured, rather than just a flashy design.”
When it comes to custom tasting paddles and sampler flights to showcase a brewery or cidery’s personality, this is no easy task.
“If you had all the money in the world, it is still tough to do that for everyone,” Berson said. “For example, table size and how beer is ordered or served makes a huge difference for flights. Do you need a chit or paper that says what each beer you’ve ordered is, or can you read the numbers on the sign at the brewery above the bar?”
It is also imperative to know how much of an effort a business wants to make for their customers to know what beers they are drinking without sacrificing design or function. “Is your beer glass even made to fit that flight? Or is beer glass stability a factor? And how many glasses are falling over and breaking? Don’t spill that beer! Sometimes simpler is better,” said Berson. He says function matters greatly in a tasting room, as servers and customers want a strong connection between branding and usage.
Function is also important when it comes to beer festivals, which is why custom wooden jockey box covers are popular among Smooth Edge Design’s customers, especially if a company is at a big beer festival and has brought along staff, tents, banners, beer and the plastic jockey box cooler.
When it comes to which project he is most proud of, Berson says it is the number of satisfied customers he has. “It is pretty amazing for a small company like ours to have such a large customer base. Our plan for the next few years is to keep working with our existing clients and meeting the new ones that want to come along for the ride.”
