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the L

BRAND DEVELOPMENT

the L, a new bar in Denver, CO, was established in 2020 by Alex Lerman and Adam Hodak. As the brainchild of these two industry veterans, the brand for the L was clear from the outset: they wanted to bring world-class cocktails to South Broadway in an atmosphere tailored to the neighborhood's eclectic culture.

This project required full brand development, first defining the desired feel for the visual brand and brand voice, then extending that to all brand elements and assets.

Vision

Reinventing classics from the ground up and combining the best elements of a cocktail destination with the lively atmosphere of a neighborhood bar. 

Mission

Blend the best elements of a cocktail destination with the atmosphere of a neighborhood bar to provide uncompromising drinks and top-notch service in a laid-back, welcoming environment.

Audience

The ideal patron of the L is 25-45. They care about their life and health as much as they do about their food and drink and look for a higher quality of life and enjoyment. They are typical Denverites who enjoy the outdoors, working out, and then going out for a nice evening.

Brand Adjectives

Dynamic, Fun, Innovative, Hip, Timeless

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LOGO

Personality

the L is your world-traveled friend who high as an appreciation for the finer things in life, but who also enjoys a beer in the back yard; unpretentious, exciting, innovatively-minded, and down to earth.

 

The L is as much substance as they are image; projecting a high level persona without conceding identity. They are knowledgeable but not conceded, proud but not boastful, masculine but not macho. They are all about experiencing life. 

 

TYPEFACES

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COLOR PALETTE

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SUPPORTING ELEMENTS

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BRAND DELIVERABLES

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