Brand Attributes
Intimate, Wry, Vintage-hearted
Client
For Keeps — Wine Bar + Market
services
Brand Identity, Print Collateral, Digital Design
For Keeps
For Keeps is a wine bar and market built on the simplest promise there is — a pinky swear. Named for the childhood pact that means this one counts, no take-backs, the concept lives in the space between sophistication and sincerity: a room for the couple on their third date and the art dealer trying to impress, where neither feels out of place. A self-initiated study, designed to prove a brand can keep a promise in every detail — down to the weight of the menu's cardstock.
THE IDENTITY
The identity draws its tension from the refined and the handmade. The wordmark is hand-lettered in my own cursive — a personal invitation in ink. A hand-drawn cherub, eyes closed and flower in hand, blissed out and unbothered, serves as the bar's quiet mascot: Renaissance indulgence filtered through a sketchbook line. The daisy from his hand becomes the secondary mark — five petals, nothing more than it needs to be. A restrained palette of blue-gray, warm ivory, and deep chocolate lets the wine bring the color, while the type system pairs the lettering's warmth with Karla's clean utility — moving easily between a scrawl on a matchbook and the structure of a printed wine list.
