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Set in Washington DC’s Penn Quarter, Dirty Habit DC is a culinary provocateur, setting dramatic moods and encouraging the shedding of inhibitions. It’s a noir-inspired, sociable dining and craft cocktail destination, where a darkly decadent dining room complements a light-filled atrium and the warmth of intimate outdoor fire pits. Adapting from its more tech-noir inspired San Francisco origin, the Dirty Habit brand required an adaption for its new locale—including a new ID shortform, sales and operational collateral design, copywriting, and splash page—to pull the curtain back on DC’s conservative exterior and revel in its salacious underbelly.
Dirty Habit’s original identity couples a touch of mystery with a trendsetting symbology. For the East Coast location, the brand adapted from a San Francisco hotspot into a DC desire, with logo design elevating the city’s masonic history via an ambiguous new shortform. To make the brand DC-centric, design builds tension through captivating photography inspired by infamous conspiracy theories. These images tell a scintillating story throughout menus, postcards, and business cards. The city’s notoriously mysterious grid is leveraged on check presenters, concealing the bill within a custom-designed box to provoke a sense of speculation. Guests even clean up after dining with “dirty soap,” as permission for the uninhibited.
As an added experiential element, photo booths designed like vintage voting booths give guests an anything goes hideout, for those private moments that are captured, documented, and as lasting as an official ballot.
With a digital environment as devious as Dirty Habit DC’s physical space, gothic-inspired, mood-setting imagery and a dark color palette create a sense of “private browsing.” Custom-copy crafts a provocative narrative similar to that told through brand collateral, and guests are seduced into uncovering the secrets that lie within. It culminates in an already-award winning brand poised to make its own notorious mark on a city no stranger to scandal.