FOUNDATION
Foundation is a new subterranean bar in Raleigh, North Carolina built by local craftsmen using local materials. The owners were reluctant to develop a graphic identity, but they did want a neon sign. Thus, this familiar and ultimately iconic sign became the generator for the bar's logo on printed applications. Photographs were taken of the illuminated sign and then converted into grainy halftone images for reproduction on membership cards, menus, etc. This slightly gritty aesthetic, coupled with the use of recycled paper stock and an earthy color palette, is appropriate given the numerous reclaimed materials found in the bar's construction.
The website was deemed to be purposefully elusive, so as not to detract from the in-person experience. Just as the stairs in the featured photograph lead down to the bar room, the user must scroll down to access the main content of the site: bar hours and an online membership form.
www.foundationnc.com
