DRAFT

2017 — New York University


Draft is an establishment that operates at the intersection of the coffeeshop, teahouse, and cocktail bar. It specializes in experimental mixologies in order to bridge together drinks and atmospheres that often exist separately—coffee, tea, spirits, etc.—and create and serve “drinks” as a whole.

The concept of the brand and its logo is inspired by several conceptual meanings behind the name. Drafting in design, architecture, and engineering often remind us of blueprints, a symbolic representation of a plan, a schematic, or a representation. Meanwhile, several other meanings of draft as “a drink” or “to take a drink, inhale, or dose” tie together with the mission and values of the establishment as a drink establishment.


In use, the logo adopts a primary “blue-on-white” visual scheme or an alternate “white-on-blue” scheme or likely used for sub-branding and as both a hybrid icon and type logo or solely logotype. Below are also shown previous iterations and initial concepts.
 








MIXING GLASS


Draft is an establishment that operates at the intersection of the coffeeshop, teahouse, and cocktail bar. It specializes in experimental mixologies in order to bridge together drinks and atmospheres that often exist separately—coffee, tea, spirits, etc.—and create and serve “drinks” as a whole.

The concept of the brand is inspired by conceptual meanings behind the name. Blueprints nod to the spirit of experimentation and drafting within design and creation. Meanwhile, several other meanings of draft as “a drink” or “to take a drink, inhale, or dose” expand upon the mission and values of the establishment.









ALTERNATE BLUE-ON-WHITE 


In use, the Draft logo adopts a white on blue visual scheme based on blueprints. This version presents the option for spin-off and “sub-brand” ideas. Other considerations for object and merchandise designs include logo prints for a coaster design and a storefront flag/banner envisioned for use in New York locations.