Logo suite and menu design for Midnight Juice. 2017 & 2020.

Midnight Juice is a different kind of bar. They’re more of a modern-day women’s social club, where the power divas of Nashville can come to unwind after a long day at the office. No techno dance floor or karaoke or the like here. Just craft cocktails, tasty bites, good conversation (if you want it) and a place free from turbulent drunks.

Logo build-out, menu design and mood boards below.

This started as part of my Brand Nuance series, where I demonstrate the importance of getting specific with branding. In the third post, I used the example of Midnight Juice to create four logos. They represented four very different directions a designer could go when the business type itself wasn’t clear from the name. Same name, four very different businesses One of those concepts (this one) ended up tickling my fancy, and I decided to expand the visual identity from that logo.