Westy’s Tap
& Tavern

Be Nice Home Slice

Hospitality

We turned back the clock and cranked up the flavor for Westy’s Tap & Tavern, a time-traveling pop-up that brings party pizza and perfect pours to Aspen. Created in collaboration with award-winning brewery Westbound & Down, this nostalgic neighborhood joint is a tribute to the golden era of good times, great tunes, and gathering with your crew.

Fylament led the charge in collaboration with Paper Laundry from concept to creation—together we developed naming, positioning, brand identity, and tone of voice—building a world where retro reigns and the vibes are always high. With a wink to the ‘80s and a heart full of hops, Westy’s is where locals and legends alike come to chill, cheers, and chow down on slices that hit harder than a mixtape banger.

CLIENT
Westbound & Down

LOCATION
Aspen,CO

COLLECTIVE
Fylament: Brand Direction, Strategy

CNW: Social + Digital

Paper Laundry: Creative Direction, Design, Copywriting

Photography: Jeff Fierberg

SOLUTION

Developed a nostalgic 1980s-inspired brand with irreverent, high-energy tone.

CREATIVE DIRECTION

Retro design, playful copy, laid-back neighborhood vibe.

PROCESS

CLIENT NEED

Create a short-term, high-impact pop-up for Westbound & Down.

PROBLEM

Needed to drive excitement quickly in a seasonal market.

OUTCOME

A cult-favorite pop-up that delivered big flavor and even bigger fun.

What we
brought to life

BRAND STRATEGY

Market Positioning

Brand Narrative

Website

Activations

Event Concepts

BRAND IDENTITY

Brand Language

Interior Design Consulting

Signage Collateral

Merchandise

Photography Direction

BRAND EXECUTION

Market Positioning

Brand Narrative

Website

Activations

Event Concepts

Staff Uniforms

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