The New York Whiskey Social Club is a semi-secret club dedicated to learning about and enjoying unique and fine whiskeys.
Each month a different member hosts the club. Each host is responsible for bringing 3 unique or off the beaten path whiskeys and teaching the group about them. Each meeting is dedicated to learning and slowing down with friends—a space for chat, discovery, and connection.
We worked with the club to rethink the identity system. Based on prohibition New York aesthetics and inspired by how the subway is a vehicle for connection to the city, we built a brand that feels “nostalgically New York.”
From the custom monogram which embraces mystery and NY’s pride around insignias, to photography, our team indulged in the historical inspiration as well as the liquids themselves.
Identity
Photography
Typographic inspiration for the monograpm and wordmark come from old New York type specimens, retaining this sturdy, hard working serif with sharp spurs.
What Else have we done?
