The Double Bull

Beer hall meets dive bar

Overview

Coming out of huge downturn Covid dealt to the restaurant industry, long-time ICS collaborators at the Webber Group had a completely different restaurant concept. They were looking to rebrand and revamp their large airy, industrial-modern space once home to a steakhouse into something with a much wider appeal. The Double Bull Taphouse — a reference the very inner bullseye on a dart board — would be a bit like a beer hall with an elevated pub-inspired menu, but with six dart boards, shuffleboard, a bocce court, and a rotating mix of modern and classic arcade games and pinball — all with a rock and roll dive bar feel.

Like our work on The Bancroft and other Webber Group restaurants, we were given the opportunity to imagine the brand from the logo all the way through to the pens and matchbooks. We landed on a cozy retro look that made use of familiar combinations of strong, saturated colors and various vintage-inspired typefaces. This direction allowed us the freedom to create a number of varied but still tightly related smaller designs and lockups that made their way from the menu, to signage, to an 8’ x 7’ neon logo on the wall.