Concepting

Partnered with Late Air’s owners to brainstorm three directions and artistic treatments. Exploratory decks focused on typefaces, color palettes, and illustration style. The following is the final brand expression chosen.

The feeling 

Late Air is meant to be an extension of the owners’—Madeline and Colin—own home, pantry, and dining table. During the branding process, creative decisions were made to reflect the bar’s southern backdrop—Savannah, Georgia.

Illustrations of gathering spaces and southern vegetation are sprinkled throughout the creative. The namesake is a nod to the time of day that enamours locals the most about the South, the early evenings, and excellent time to enjoy a glass of wine.