Previously a sports bar, Paloma Bar needed an identity that reflected it’s new name and concept — while retaining the existing clientele and appealing to new customers. The bar had a unique situation — it operated in a small food court for office workers during the day, after-hours the food venders closed and the entire area became the bar.

A hand-drawn script logo was developed, hinting at it’s Spanish roots. Slight quirks and flourishes were used to give a fun expressive feel. Printed collateral was used to promote the bar’s launch and new unique features. We developed the tagline – Come alive after dark, to promote the bar’s nighttime personality. The tagline’s typeface referenced some of the classic films to be shown throughout the night.