Civil Axe

• September 2021

• 3200 SF

Challenge: Imagine a fresh take on an axe-throwing brand that diverges from the uber masculine concepts already in existence.  We envisioned Civil Axe as game-centric, playful, bright, and funky; appealing to both men and women, young and old. Along with establishing a brand, the interior design needed to be reproducible as the client has intentions to expand into multiple locations in the future.

The existing architecture of the space – old and worn hardwood floors, raw timber posts, and exposed brick walls – provided a raw palette that contrasted well with the modern art, lighting, and colorful furniture. The interior design leaned heavily on fun, bold, and vibrant artwork sourced from several local artists. A mural by Jamond Bullock, also known as Alive Paint, draws patrons into the space and serves as a bright backdrop to the self-serve beer taps. Memphis personality and flair is weaved into the design through an Alive Paint portrait of DJ Spanish Fly, a legend among the Memphis rap community, as well as a gritty piece by Frances Berry, paying homage to her Memphis roots.

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