Incognito is a luxurious and mysterious bar that lives up to its name inviting guests into a hidden world of sophistication and intrigue. For this semester-long project, we were tasked with creating a concept for either a cafe, restaurant, or bar/tavern, and I chose the bar/tavern option because it resonated most with my interests and creative vision. Throughout the process, I developed every aspect of the brand, from the foundational elements like the logo, color palette, and typography to more detailed applications such as infographic, menu, website, and business cards.

Each color in my palette for Incognito was chosen with a distinct purpose to reflect the bar’s luxurious and mysterious identity. The deep black sets the tone with its moody, upscale ambiance enhancing rich textures, warm lighting, and premium décor for an exclusive experience. White introduces balance and clarity, conveying elegance, modernity, and cleanliness that complement the minimalist aesthetic. The earthy brown adds warmth and sophistication, perfectly pairing with wood, leather, and gold accents to create a timeless, inviting atmosphere. Dark gray contributes a sleek, modern edge, its refined depth harmonizing beautifully with metallics and warm lighting for an intimate, elegant feel. Finally, the light gray ties everything together, offering understated luxury through its versatility and ability to enhance other textures and tones completing a palette that feels cohesive, polished, and distinctly high-end.

For Incognito, I carefully selected typography that reflects the brand’s refined and modern personality. I chose Nunito Black for headers because of its bold, clean lines and contemporary feel it commands attention while maintaining an approachable sophistication that suits the bar’s upscale identity. For body text, I selected Futura PT Book, a timeless and highly legible typeface that balances Nunito’s boldness with subtle elegance. Together, these fonts create a cohesive visual hierarchy that feels both luxurious and modern, enhancing the brand’s overall sense of professionalism and style.