Eleven Twenty-Two
Building a brand strategy for this exclusive speakeasy cocktail bar.
The Client
This hidden gem in Downtown Paso Robles specializes in creating a tasteful experience with an emphasis on service that strives to educate patrons in the art of mixology. An elegant atmosphere with countless handcrafted drinks; the only entrance into this haven is an unmarked door on the back of a building. However, the line of eager patrons will be your guide.
The Challenge
With a pre-existing logo in place, we were tasked with bringing the full brand to life for this fascinating business model so it can reach its full potential as a brand.
The Strategy
The relation to this brand is completely based on the unique experience that comes with apparent exclusivity, we wanted to help this business lean into that strength with their brand by positioning all materials and communication to this tone. This encourages the ones who have experienced the brand to share those experiences and drives contrast between the ones who have not, to only make them want to experience this “secret” that much more.
The Design
By playing to our strategy, we designed pieces with intentionality in wording, materials, and directions to communicate this further. Using brand messaging such as “Some secrets must be shared.” speaks to both objectives in our strategy and paired nicely with an elegant, minimalistic design that we have applied throughout the entire brand.
The Creative Solution
Establishing the brand identity as a whole by creating in-depth touchpoints such as menus, stationery, and advertisements while hand-picking the select materials to enhance the consumer’s experience of the brand no matter where the interaction takes place.
The Results
A comprehensive brand that adds value to the entire experience.
The Shift
Eleven Twenty-Two moved from a hidden bar with a strong concept into a fuller hospitality brand with touchpoints that made the sense of secrecy, elegance, and discovery more intentional.
Learn more why our solutions drive results.
What Improved
The concept became immersive.
Menus, materials, and messaging extended the hidden-bar feeling beyond the entrance, turning each customer touchpoint into another cue of secrecy, craft, and discovery.
The secret had a language.
Messaging such as “Some secrets must be shared” gave the brand a memorable way to invite curiosity.
Every interaction felt considered.
The identity system shaped stationery, menus, advertisements, and guest-facing materials into one experience.
The brand amplified the place.
The creative system helped the cocktail lounge feel like a destination people wanted to discover and talk about.
