This unique downtown deli in Capitol Hill, Seattle had a hidden speakeasy bar hidden through the walk-in cooler. The concept was so unique that it had two brands in one. “By The Pound” was the name of the deli, a quick grab-and-go hole in the wall whose main customers ordered on Postmates or GrubHub or stopped in for a quick, easy sandwich to go from the many neighboring apartments, train, and bus stations. The hidden bar, “Justice” was a not-so-secret after-hours bar and restaurant marketed towards the local bar and restaurant industry employees.
The deli and bar had different design styles. The deli was as simple and basic as possible with white subway tiles, butcher paper, chalkboards menus, and industrial stainless steel. This translated into branding via a bold illuminated white background shining on the dark Seattle streets and simple, bold colors and letters to grab the attention of passersby.
The bar’s interior design was an eclectic combination of relevant local social history artifacts, art, newspaper clippings, customer pet murals, and a hidden back room with a huge family-size table with the lady justice logo carved along the top of it. It was dark, candle-lit, but casual with a downtown city vibe. In order to stay in line with the hidden aspect, the only branding allotted to the bar was the lady justice icon.
Our target market was the eclectic mix of passersby, the residents above & within the 3 block radius, and the Capitol Hill and South Seattle restaurant and industry staff. The unfinished, thrown-together aspects of the branding are intentionally placed, to relay the casual, late-night, grab-and-go style.
I made the logo, window signage, websites, tv screen menus, trifold menus, floor plans, social media banners, and marketing materials.