Art direction for an original cocktail bar run by a former sommelier with a background in three-star French restaurants.
The name "THE STANDARD" embodies the owner's desire to make original cocktail bars more popular, which are still relatively unfamiliar in Japan. A font with a distinctive shape was selected to reflect the owner's desire to turn the unconventional into the conventional. By using a design that reverses the letters "THE STANDARD" we created a logo that embodies the idea of ​​an original cocktail bar that is not bound by convention. For the corporate colors, we chose gray and pale blue, based on the image of the concrete-based interior and the skeleton bar counter that emits a pale blue light that stands out in the dimly lit interior.