Brand identities built around stories worth experiencing.

BAR BRANDING

We create identities for bars, hospitality concepts and spirit brands, translating a strong idea into a world people can recognize, experience and remember. From brand strategy and visual identity to conceptual menu design, product design and physical touchpoints, we shape how a story moves from idea into the hands of the guest.

Conceptual cocktail menu design featuring aromatic bundles wrapped in white cloth on a wooden board, alongside labeled cocktail menu sections. Concept design by Studio Numen for Bar Botan of Marriott.

Close-up of a clear ice block engraved with “OFF THE WALL,” with a custom ice stamp resting on top on a bar drip tray.

BAR BRANDING

Giving the bar a voice of its own.

Every distinctive bar has its own voice. We translate the concept and story behind the venue into a recognizable brand identity — defining its positioning, personality, visual language and the way it communicates with guests. But we look beyond the traditional idea of hospitality branding. A brand today is experienced across far more than a logo, signage or a set of printed collateral.

We explore the places where the identity can become part of the bar itself: through social content, conceptual menus, designed rituals, service objects and unexpected physical details. An ice stamp can carry a symbol. A house-made syrup can have its own branded bottle. A coaster, menu or piece of glassware can become something guests want to photograph, keep or share. These touch points allow the story to move naturally between the physical experience of the bar and the way it lives beyond it.

Restaurant entrance design for CTZN in San Diego with a vintage wooden door and glass storefront featuring playful hand-drawn cocktail illustrations, CTZN lettering and Basque-inspired graphics. Exterior design and branding by Studio Numen.

Open wine menu with modern, playful illustrations and descriptions of wines from Spain and France. Wine menu designed by Studio Numen for CTZN in San Diego.

Person holding a wine bottle and black CTZN bag featuring playful white illustrations of a wine bottle and clinking glass. Branding designed by Studio Numen for CTZN in San Diego.

Open cocktail menu featuring a tropical illustration with palm trees and red flowers alongside a cocktail story and ingredients. Menu designed by Studio Numen for Belmond’s Eastern & Oriental Express.

CONCEPTUAL MENU DESIGN

The menu as part of
the concept.

A menu can do much more than organize what is available. We approach menu design as an extension of the bar concept. A way to give structure to an idea, guide discovery and bring storytelling into the hands of the guest.

The starting point is different for every project. A menu might unfold as a journey, invite guests to navigate by flavor or mood, reveal stories through illustration and material, or turn the act of choosing a drink into part of the experience. The format, language, visual direction and physical design are developed around the idea rather than applied afterwards.

Working across beverage development and design allows the content and the object to evolve together. The drinks can influence the way the menu is structured and experienced, while the menu itself can create new possibilities for how those drinks are understood, discovered and remembered.

Close-up of a cocktail menu design featuring palm leaves with intricate cut-out and gold details. Menu designed by Studio Numen for Belmond’s Eastern & Oriental Express.

Close-up of a dark green textured surface with the words 'WILD MALAYSIA' printed in gold, surrounded by embossed plant patterns. Design by Studio Numen for the 'Wild Malaysia' cocktail menu of the Eastern & Oriental Express of Belmond.

Open wine and Champagne menu with a vintage tropical illustration alongside a selection of bottles and prices.

Close-up of a bottle of Somersault New-World Whiskey from Amsterdam, featuring a wooden cap, blue ribbon, gold details, blue label and decorative neck tag. Bottle design by Studio Numen.

HOSPITALITY PRODUCT DESIGN

Products designed down to the last detail.

We design hospitality products with the same attention to detail as the experiences they become part of. From spirits (whiskey, rum, jenever, gin) and non-alcoholic products to functional drinks, we develop distinctive products where brand, packaging and physical design are considered as one — with a clear point of view from the first idea through to the finished object. For new products, that can begin with the brand itself: its positioning, naming, story and visual identity.

Our work can span brand development, bottle and label design, packaging and the finer details that define how a product looks and feels. Proportion, weight, tactility, glass, paper, typography, closures, finishes and print techniques are all considered deliberately. We look closely at how a bottle sits in the hand, how a label responds to the glass, what is revealed as the product is opened and poured, and how each detail contributes to the character of the brand.

Materiality and craftsmanship play an important role in that process. We explore specialist papers, glass treatments, embossing, foils, printing techniques and custom-made elements where they add something meaningful to the design. Rather than adding decoration for its own sake, the aim is to find the details that make a product feel distinctive, beautifully made and considered at every scale.

Where the project calls for it, we also work alongside distillers and manufacturers on flavor and recipe development. This allows the character of the product, its positioning and its physical expression to develop in conversation with one another, while working with the specialist knowledge required to produce it.

The result is a product considered as a complete object: from the brand and recipe to the bottle, label, materials and smallest tactile details. Our background in hospitality also means we understand the environments these products enter — how they are handled behind the bar, introduced by bartenders, presented on menus and ultimately experienced by guests.

An outdoor terrace with a large orange art wall featuring the word 'Aperol' in white letters. There are striped orange and white chairs, small tables with drinks, potted plants, and a bar cart with Aperol bottles. The scene is warmly lit, creating a

SPATIAL BRAND EXPERIENCES

Bringing a brand into the space.

A brand is experienced differently when it becomes physical. We translate brand concepts into spatial moments and installations that allow guests to step into the story, from permanent brand elements within a venue to temporary po-up activations, pr events, launch experiences and hospitality installations.

The starting point is always the idea rather than the branding itself. A space might be built around a particular ritual, ingredient, product or sensory experience, with material, light, sound, scent, objects and interaction used to give that idea a physical form. The result does not need to feel overtly branded to be unmistakably connected to the brand.

Our hospitality background shapes how these experiences are designed. We consider not only what guests see, but how they move through the space, what they encounter, touch, taste or participate in, and how service becomes part of the experience. This can range from an intimate branded moment at the bar to a complete temporary environment developed around a product or story.

Where a project requires a broader spatial design scope, we can develop it together with Studio Numen, connecting brand, hospitality experience and interior design within one creative direction.

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