The Situation
Maxwell is a members only bar that doesn't charge for alcohol - a modern re-imagining of the bar experience - members only, a monthly fee of $150-$250, all alcohol is complimentary, and held at a unique home-y space Wednesday - Saturday. Our spaces don't have bars, only kitchen islands, you have to take your shoes off when you come in the door, and you can store your favorite liquor onsite. Our goal is to solve many of the problems with nightlife - humiliating lines & rejection, bottle service, expensive drinks, loud anonymous crowds and bring back the "bar" as the center of one's community again.
The Solution
Through design, we’re communicating a new modern format of entertainment. A bar you feel comfortable inviting anyone to. We want to speak to the authentic experience of the classic bar and the fact that this isn’t a loud, crowded college bar. Through design, photography and art direction we want to communicate an exclusive experience that isn’t elitist in anyway. The question that needs to be answered is if your home was a bar.
Type:
We looked though numerous types of the 1920's and none of them felt like Mawell. We wanted something more TIMELESS! We decided, the type selection has to have creative balance and span the test of time. Enjoyable to look at and easy to read. Classy and modern of todays standards. 1920's designs are cool to look at but can become distracting and not as classy today.
Colors: We want to stick with bold dark contrasty colors because it stimulates the feeling of a traditional bar and home. A place of relaxation. These colors are classy but not boring or distracting. The secondary colors are a steady complementary that gives balance to the primaries. Smooth and Classy.
For photography we want to communicate classy and exclusive. For the style of the images we would love to use high-end textures that give the imagery of a traditional home. Using the Primary and Secondary colors as a base with dark colors to complement one bright bold color as an accent to match the subject of the image. Photography style will have a visual aesthetic of hard light. Direct light, film textures. To achieve this we would use both film cameras for a more softer 1920 vintage feel and digital photography for a modern twist. A mixture of the two will complement each other as a progressive style of your overall design.
