In 2014 Haldane Martin designed a contemporary new office space with an African flavour for Striped Horse craft beer. The 50m2 HQ also serves as a show bar to meet clients and sample beers in a relaxed atmosphere.
Harking to its birthplace and bold identity, the brand tells the tale of how the zebra got its stripes. Its packaging combines black and white with yellow and burnt orange to reference the African vista.
To create an environment that embodies the brand’s three-dimensional iconography, Haldane Martin used a number of fitting design references.
American photographer Peter Hill Beard – known for his hedonistic presence in the New York party scene and for his serious artistic work, particularly in Kenya – was the perfect character reference. Straddling two worlds, he marries rugged masculinity with panache, lending the concept of a “Ralph Lauren Safari”.
The Striped Horse lounge area epitomises this with its casual, half-completed deep-buttoned Chesterfield sofa, complemented by a Dokter and Misses tray coffee table, khaki butterfly safari chairs and rich kilim rug.
Another design reference is Razzle Dazzle: an unlikely camouflage technique developed by the British Navy based on animal print. Haldane Martin applied this pattern to Striped Horse’s faceted reception desk and branded beer fridges.
The shell of the space includes dark khaki walls, low lighting and recycled Herringbone Parquet flooring. A linear ball chain screen divides the work area from the bar, creating vertical stripes with a touch of gold that reinforce the Striped Horse branding.
Haldane Martin created two bespoke designs for this project: rebar shelving and desks, whose combination of wood and reinforcing steel give the space a raw industrial edge.
An important focal point, the rebar shelving shows off the product and packaging. This is framed by a brass-clad oval. On the reverse, the Striped Horse logo faces the building’s exterior. A minimalist outdoor bench, table and stools are positioned on the street side to make the most the late afternoon sun while sipping on an ice cold Striped Horse.
The final result is a sophisticated yet unpretentious, relaxed, contemporary African atmosphere – the perfect embodiment for the new beer brand.
Photos by Micky Hoyle
Update: In 2016 Haldane Martin designed the Striped Horse Bar in Muizenberg