Client
Straight Up
Year
2022
Role
Creative direction
& brand design
Services
Brand Strategy
Brand Identity
Art Direction
Photography
Website
Print Collateral
Content Strategy
Content Creation
Straight Up is an international collective of experienced bartenders based in Berlin offering consultancy, professional bartending services, workshops and bespoke beverage experiences for a diverse range of events. From the earliest stages of business development, I collaborated closely with the founders to develop a complete brand strategy and brand identity that reflects the collective's elevated approach to hospitality and resulted in a complete brand experience across mutliple touchpoints.
The visual language was built around the idea of understated confidence—balancing bold, impactful typography with a refined and minimal aesthetic. Inspired by the precision and craftsmanship found in both cocktail making and contemporary design, the identity focused on clarity, restraint and attention to detail. An understated colour palette inspired by high-end bar aesthetics, strong typographic hierarchy and considered use of space created a distinctive visual system that feels both premium and approachable.
