• PROOF

  • Restaurant & Bar
    Branding

  • Restaurant & Bar
  • Branding, Website

BACKGROUND

Proof is a 60-seat drinkery dedicated to classic cocktail culture and old-fashioned service.
Proof - Outdoor Signage Proof - Logo Proof - Window Treatment

CHALLENGE

Create an identity that reflected the offbeat nature of Proof’s cocktail list while conveying that essence to a market focused on beer halls and brewhouses.
Proof - Menu Cover Proof - Menu - Inside Page Proof - Drink Coaster

Approach & Solution

We mixed the sentiment of alcohol’s Proof (or percentage) with vintage illustrations and a droll narrative to create a brand that celebrated the heritage of mixology while still feeling modern.
Proof - Business Cards Proof - Responsive Website Proof - Branded Glassware

Results

Two-hour waitlists and extensive social buzz are proof that cocktail culture is very much alive.
Proof - Logo concept % Proof - Brainstorming ideas Proof - Brainstorming ideas Proof - Design idea piecharts Proof - Brainstorming ideas Moonshine XXX Proof - Logo Concept PRXXF Proof - Brainstorming ideas X + Mouse Proof - Early menu ideas