LIVING PROOF WHISKEY BARLiving Proof is a concept for a whiskey bar in Phoenix. Located in the warehouse district, the bar would have a speak-easy look, while remaining upscale. To accomplish this, inspiration was drawn from the 1920s prohibition-era speak-easies, and art deco styles were used for collateral and decor.
SIGNAGEThe typeface for the logo was created entirely by me from the ground up, as I was unable to find a deco typeface that wasn't too over the top. The sign is made of wood, and follows the art deco rule of strokes inside of strokes. The lettering as well as the strokes are cut into the sign and painted gold.
HOUSE WHISKEY LABELSThe house whiskeys, as they are not being sold, do not need to be too attractive but still on brand. Simple labels were designed once again using the art deco style. The scotch label looks sophisticated, as is usually the case with scotches, by using a glossy paper for the label and gold-foil printing for the decorations.
Bourbon makers tend to take pride in the fact that their product has a history of being distilled in the woods by bootleggers, and the packaging usually reflects that. Even the more expensive whiskeys will have an artisanal look, usually with a simple brown paper label, and often times it is made to look older or worn. I employed that style for the house bourbon.