From brutalism to bourbon. Designing the Bridge Bar's distinctive, gritty brand identity
Set within The Tower Hotel beside London’s iconic Tower Bridge, the Bridge Bar presented a unique opportunity: to create a bold, distinctive identity that embraced its striking location and aligned seamlessly with its link with Jack Daniel’s. The space needed to feel connected to the rich heritage and grit of the building’s butalist style construction while offering an atmosphere that was warm, approachable, and undeniably cool.
Our creative direction was to steer away from anything overly polished or decorative. Instead, we focused on crafting a brand that felt urban, honest, and full of character, much like the spirit of Jack Daniel’s itself. Drawing inspiration from the brand’s Tennessee roots, we developed a name and visual style that reflected a weathered, no-nonsense aesthetic, blending rough cut textures with strong typography and understated design elements.
- Naming
- Visual Identity
- Menus
- Campaigns
- Print Collateral
The identity avoided flowery language or glossy visuals. Instead, we leaned into a gritty, straight-talking tone of voice, designed to resonate with an audience looking for authenticity. This translated into a visual system that was bold yet minimal, featuring distressed textures, grainy imagery, and clean, impactful layouts. Everything from menus to social media assets, in-venue posters, and digital screens was designed consistently and clearly.
The result is an inviting space to enjoy a drink, unwind, and take in some of the city’s best views, all with a strong sense of place and personality.
