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A cocktail bar in Hudson, N.Y.
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The Hereafter is a new cocktail bar in Hudson, N.Y. The concept emerged when two bartenders, Isi Laborde and Jeremy DuBroff, had a vision for an intimate and transportive space that would celebrate craft cocktails and become a cozy watering hole for the community.
Isi and Jeremy came to us with some initial assets, beautiful logos and illustrations that were hand drawn by tattoo artist Minka Sicklinger, but were unsure how to translate them to a brand that matched their vision. We worked with them to develop the creative direction, type suite, color palette, and set of tactile textures around these initial assets, so they had a solid brand foundation to create a more elevated experience.
We then developed a simple and tactile website, and a food and drink menu that would define the way guests understood their program. Cocktails were broken up into categories based around specific moods, a center fold food menu featured a small but thoughtful dinner menu, and the spirits list in the back read like a reference manual. To counter the refinement of the brand development, we grabbed some craft paper, colored thread, and our sewing machines to work on DIY menu covers that would give a more approachable finishing touch to the experience.
