Chicago’s favorite wine-bar moved to the West Loop with new ownership and a vision to become a multifaceted, wine-driven concept restaurant. The owner wanted a visual identity that their old fans would instantly recognize, but with a new personality. Pretty and smart. Elegant and strong. Warm and inviting—yet with a hint of chaos.
We preserved the structure of the original logo, but added energy with diagonals. The slope of the simplified letter “N” was matched in the new “36” numbers. Terminals were slightly rounded for a softer touch. We also explored a variety of bottle shapes to convey the wine-driven concept. Orange was chosen as the primary color for its gregariousness and youth. The secondary color palette is inspired by the colors of wine. Earthy cork and chocolate browns help these colors sing.
The final logo can stand alone, or—when locked-up with the tagline in the shape of a wine bottle—becomes a playful supporting graphic.
Photography courtesy of BIN36
