For Bernard’s Bar at the Elysian Hotel in Chicago we wanted create a unique identity that embodied the look and feel of the rich interior. For inspiration, we looked to the fine tailoring of men’s clothing and stylish accoutrements, such as wingtip shoes.
The leather cover includes debossed and foiled details, as well as stitching. This is a way to expand a brand identity beyond the visual and into the sensual realm. When handed a menu, the bar guest enjoys an immediate sensation of what Bernard’s Bar is all about — a men’s den whose décor includes leather sofas and other luxuries. So the feel of the menu is the essence of the design. It says more than just “welcome.”
Equally important is the experience the guest has when opening the menu. Certainly the typography and text deliver their own kind of visual and intellectual message. But the fine fabric that lines the interior goes further. The smooth surface is redolent of elegant gentlemen and manners. We actually purchased men’s dress shirt fabric and used it as the inside covers. Even so, for some guests the fabric might allude to the generous flow of draperies and the patterns of the interiors.
Not every brand will have the kind of depth that passes the blindfold test. However, we do strive for an identity design that is EXTRA-sensory because we know it may linger longer in the memory of discerning visitors.
