D One 5 · Dublin · Venue launch

One brand across four rooms.

A venue doing four different things, opened with a single identity running through every touchpoint — menus, signage, POS, social and photography.

Rooms, one system

Channels

Grade, room to room

The covered terrace at D One 5, strung with lights

The terrace — one of the four rooms, on the same grade as the rest

The problem

A venue doing four things looks like four places.

One deliberate world, from the door in.

Situation

Bar, dining room, terrace and events — each with its own audience and its own menu.

Risk

Four briefs answered separately produce four brands and one confused customer.

Approach

Build one system first, then let each room use it differently.

The identity, in use

One mark, held quiet — and everything around it doing the work.

The first object a customer picks up sets the price expectation before they read a single dish. So the menu carries the mark and almost nothing else, and the rest of the system — type scale, margin, stock, the gold on the deep green — is what actually holds it together across the full menu suite, the signage and the POS.

Identity & type system

Full menu suite, signage and point of sale

Print copy and menu writing

The bar

Made in front of you, and shot that way.

Nothing on the bar is styled after the fact. The pour, the strain, the dusting of the glass — every frame is the drink being built, because that is the thing the room is actually selling.

Photography direction — bar

Available light, no flash on the pass

The dining room

One light, one angle, every plate.

Low, warm, evening light — the light the menu is actually read in. Stock, weight and contrast were chosen for the room rather than for the screen the design was made on, and every plate is shot on the same axis so the food reads as one kitchen.

Photography direction — dining

One grade held across rooms and seasons

The test

Cover the logo. It should still look like the same place.

Three things hold it together when the mark is hidden.

Holds it 01
Type scale, margins and spacing identical from menu to signage to POS.
Holds it 02
One grade across every photograph, in every room, in every season.
Holds it 03
One voice in the copy, from the dish descriptions to the door.

The result

It opened looking like one place.

A complete, consistent identity live on day one across menus and print, signage, POS, social and photography — four rooms that read as one venue from the door in.

What I did

Identity system · Art direction · Menus & print · Signage & POS · Photography direction · Copywriting · Social

Role

Identity and art direction

Scope

Venue launch, Dublin · bar · dining · terrace · events