People & Purpose
Sidebar is the reservation-only speakeasy sister of Levi Goode’s flagship restaurant Credence. Marrying Prohibition-era mystery with classic Texas swagger, Sidebar’s unusual alchemy demanded a nuanced brand.
Beginning with naming, the aim was a smart, uncomplicated tonality, behind which a clandestine establishment could comfortably remain under-the-radar. With Sidebar, we get an unironic nod to the concept’s location (adjacent to Credence) and a reference to unplanned discussions (adjacent to intimate conversations among friends, ideally over cocktails in velvet-clad booths).
Services
- Naming
- Verbal Identity
- Visual Identity
- Writing
- Website Design
- Print System
- Signage
Partners
- Gensler
- Carlos Hernandez
- Kudos NYC
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Sidebar’s compound word structure made for a delightful typographic playground.
Falling Script adapts Latin characters to a vertical orientation—an experimental typographic endeavor with exquisite results.
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Whether entering through the unadorned portal from the street or being ushered through the kitchen pathway within Credence, whether toasting to old friends on a deep-buttoned sofa or mingling with new ones at a private party, Sidebar patrons feel ensconced by its ambiance, enamored with its aesthetic details, transported by its deftly executed menu, and expertly tended to by its attentive staff.
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Custom wall paper, the result of a collaboration between Carlos Hernandez and Principle, evokes the layering of sheet music.
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Crafting Sidebar’s website was an exercise in subtlety—signaling in whispers and letting the restaurant’s cuisine and interiors sing.
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