Problem
This high-end speakeasy operates below street level, but its existing brand said nothing about the elevated experience waiting downstairs.

Solution
I built an identity around a pair of directional marks that do double duty as symbol and metaphor: an upward arrow signaling the upscale, elevated experience above, and a downward arrow acknowledging the deliberate descent into something rare and intentionally hidden. Together, they capture the tension that is the venue's personality — the descent is deliberate; going below is the point.

Outcome
A flexible, scalable design language for menus and seasonal collateral — disciplined enough to remain unmistakably theirs, expressive enough to carry the brand's core idea.