Tangent’s Design Of Diageo’s Bar On 7

If the company behind some of the leading spirits brands in the world (Crown Royal, Johnnie Walker, Ketel One, Guinness) hires you to brand the the bar that sits on the seventh floor of their New York City headquarters, you know you need to do it right.

That’s what Diageo did. And that’s what Tangent did.

Tangent created the brand identity of the bar, developing all materials used in the restaurant including signage, menus and additional promotional materials.

By choosing a responsive yellow to give activity to an otherwise clean and simple black-and-white palate, they were able to keep the appearance of all materials smooth and modern. It’s a good design for a bar representing brands from around the world that believe the proof is in the taste, not just the presentation.

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