Eliza’s Local
Craft Bar and Kitchen
NYC

Role: Creative Direction

The Brief.

Eliza’s Local is a new bar/restaurant in Manhattan’s East Village. They requested my help creating an identity (under a very tight turnaround) that would reflect their positioning and key offerings.

The Idea.

I provided a direction that focused on communicating the welcoming tone of a neighbourhood bar in combination with stylish contemporary design elements associated with modern craft beer establishments.

The St. Mark’s Place location of the venue has a storied history, with the area being home to more luminaries than any other street in the United States. The first of which was Eliza Hamilton, wife of Alexander Hamilton (one of the founding fathers of the U.S.A and made famous again by the blockbuster stage show Hamilton) who lived just next door. The ethos of the establishment focused on the term “local” – being the neighbourhood bar with locally sourced craft beers, spirits and dishes.

I put forward a stylish logo design package that ticked all the boxes for the location.

A contemporary serif font utilised as part of a heritage style lock-up, creates an almost timeless feel - reflecting the venue’s own positioning; a traditional approach to local food and beverages mixed with modern inclusivity.

The venue’s slogan “Drink Local. Eat Local” and location are given pride of place – giving the visitor know doubt about the Truly Local intent of the space.

Wordmark close up

Integrating Eliza herself (without infringing on any copyright) was vital to the brand. By utilising the 19th century style silhouette the character can be introduced in an obvious yet tactful way, inviting guests to learn more about the connection - without giving too much away in the upfront.