The Bootlegger
Illusive Character

Project Services

Positioning
Naming
Visual Identity
Art Direction
Collateral Design
Print Production
Interior Design

Project Overview

From 1920 to 1933, the sale of alcohol was banned in the U.S. The beginning of prohibition led to many underground drinking dens being established – hidden away from authorities with access granted by invitation only and a password. Our brief was to create an authentic modern day version but equally secret!

Added Character

We quickly identified a suitable 'hidden' location next to a cobbler shop with a nondescript entrance. Once down the stairs, an underground speakeasy would soon be realised with location coordinates the only visible reference and identification.

Guest experience and interior design developed in partnership with Wildfire.