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project 2
project 2
project 2
creative direction
creative direction
/2026
/2026
the brief
Bar Lune, a natural wine bar in the Lower East Side, needed a brand before opening. They wanted something that felt like a neighborhood spot you'd want to keep to yourself — not a place designed to be photographed.
Bar Lune, a natural wine bar in the Lower East Side, needed a brand before opening. They wanted something that felt like a neighborhood spot you'd want to keep to yourself — not a place designed to be photographed.
the decisions
Went warm and a little worn — a hand-touched wordmark, a palette pulled from candlelight, and a site that's more mood than menu. Deliberately under-designed it so it felt found rather than branded. The whole point was intimacy, so nothing was allowed to feel corporate.
Went warm and a little worn — a hand-touched wordmark, a palette pulled from candlelight, and a site that's more mood than menu. Deliberately under-designed it so it felt found rather than branded. The whole point was intimacy, so nothing was allowed to feel corporate.
the outcome
Bar Lune opened to a full room and stayed that way. The identity carried across the awning, matchbooks, and coasters — and regulars started treating the logo like an in-joke, which is the best thing that can happen to a small bar's brand.
Bar Lune opened to a full room and stayed that way. The identity carried across the awning, matchbooks, and coasters — and regulars started treating the logo like an in-joke, which is the best thing that can happen to a small bar's brand.