With the revamp of the classic W Hotel in Downtown Austin, there was a need for new identities for some of their food and beverage offerings. Nestled within this iconic establishment, these two distinct food and beverage outlets required captivating and separate brand identities. Midnight Blue, a secret bar concealed within the hotel, exudes an air of mystery and sophistication. While 2nd & Roast is the perfect cafe to start your morning. Together, these identity projects capture the essence of each establishment while delivering compelling and distinct brand experiences.

Midnight Blue is a secret bar in the heart of Austin. Situated in the lobby of the W Hotel in Downtown Austin, this speakeasy style spot is perfect for travelers or locals alike. When crafting this brand it was important to make sure it felt elevated, moody and sleek. With a palette of deep blues and velvety textures, we crafted a brand identity that evokes a sense of exclusivity and intrigue, inviting guests to indulge in the clandestine allure of the night.

2nd & Roast is your new Austin hot-spot for coffee on the go. This cozy coffee shop is situated on the hotel’s ground floor, and it radiates warmth and familiarity. Inspired by Austin’s vibrant coffee culture, we developed a brand identity that celebrates community and craftsmanship. This brand was designed to exude a playful, memorable, and relaxed look. Get your caffeine fix, eat some treats, and set out on your daily journey