60v Sixty Vines

How do you make a wine-centric restaurant concept not feel like the typical stuffy wine bar? By tossing pretentiousness into the cellar. Front Burner Restaurants set out to bring wine-on-tap to the North Dallas market and show that you don’t have to be a sommelier to be a Vine Hugger.

Identity

Build a name and brand identity that disarms objections about wine culture, and shirks the notion that only the grape-educated can enjoy good vino.

Menus & Collateral

Create a spill-friendly menu system that encourages cross-table sharing, tasting, and imbibing.

Signage & Art

Supplement the fresh, elegant interior design (by Kate Murphy) with art that inspires and exterior signage that pops.

Identity

Build a name and brand identity that disarms objections about wine culture, and shirks the notion that only the grape-educated can enjoy good vino.

Execution:

The brand voice is intentionally self-aware — witty and slightly deprecating in regards to wine culture. Pops of neon against a neutral color palette paired with clean and playful illustrations shape up a visual language that is disarming yet sophisticated in execution.

Menus & Collateral

Create a spill-friendly menu system that encourages cross-table sharing, tasting, and imbibing.

Execution:

A single-use table-top wine menu brings guests together with designated spaces for sharing. A decluttered, self-navigating layout makes for a fuss-free navigation of your wine-on-tap options. Food menus are enveloped in hand-marbled leather covers that intentionally mimic the motion of poured wine, and the feeling after having a glass or four (and may even hide that spill).
















Signage & Art

Supplement the fresh, elegant interior design (by Kate Murphy) with art that inspires and exterior signage that pops.

Execution:

As with the brand identity, we created a simple exterior signage concept as a welcome punch of neon against the neutral and bright interior design sensibility. The wine-tap wall is a focal point for the restaurant interior. We commissioned artist and designer Felix Sockwell to create an original, hand-painted mural for the space above the wine taps. The 48-foot-long art installation anchors the tap wall in a compelling, clutter-free way.