In the fall of 2021 I virtually attended Douglas Riccardi’s Branding for Food class. As a leader in the New York City restaurant branding industry, Douglas taught us what makes restaurants special and how brand identity can set them apart from the competition. Through his guidance, I created a new brand identity concept for the award-winning bar Employees Only.
Hidden behind an unassuming neon psychic sign in Greenwich Village so synonymous with New York streetscapes, EO is a special place for cocktail enthusiasts. For the rebrand, I was inspired by the allure and mystery of psychics, tarot cards, and palm readers.
The EO monogram is a custom type design with secret tarot symbols hidden within the mark. The gold foil and blue linen textures give a sense of luxury and craftsmanship, matching the elevated cocktail menu and highly-trained bartenders.