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