Dry January is a concept bar, specializing in alcohol-free cocktails and plant-based plates. The bar shares a name with the month-long commitment to cut alcohol and speaks to the growing “sober curious” movement among millennials. As a play on the idea of a dry bar, the interior is instead lush with plants, making the space appear like a bright, airy greenhouse. Doubling down on this association, the drinks are botanically inspired with fresh ingredients, and the food is made from organic, seasonal produce. The principles of health and freshness reflected in the menu are also considered in the brand design. 
The bright green colour palette is full of energy, creating a vibrant, feel-good ambiance where patrons forget that they are in a non-alcoholic bar. The rounded arches in the typeface of the logo are reminiscent of curved greenhouse roofs. Shapes from the logo form the basis for the illustrations, as the arch design element is repeated throughout the collateral. The arch serves as an opening, welcoming guests into the bar and trying Dry January—a fresh start to a new, healthier lifestyle.
Project
Dry January
Type
Restaurant Branding
Logo Design
Collateral Design
Motion Graphics
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