THE ALPS
Role:
Art Direction, Design, Web Design
Collaborators:
Gold Leaf & Sign Painting by Joe Lotto
Interior Design & Photography by Amanda Danesi
Additional photos by Kyle Nemick & Matt King
Date:
2023 - 2025
Art Direction, Design, Web Design
Collaborators:
Gold Leaf & Sign Painting by Joe Lotto
Interior Design & Photography by Amanda Danesi
Additional photos by Kyle Nemick & Matt King
Date:
2023 - 2025
The Alps is the newest bar in the Heights neighborhood of Jersey City with a vegetarian menu and an emphasis on high-quality beer, natural wines, and spirits. After being involved in other successful local businesses such as Pet Shop and Riverview Wines, ownership had a clear vision on what they wanted for the overall vibe for the bar. The Alps is the brainchild of Chris Leo, local wine expert and musician, and Kyle Nemick, legendary Heights cocktail and spirits expert. They expressed the vision of creating an elevated bar experience for the neighborhood, while maintaining the gritty DIY ethos synonymous with Jersey City small businesses.
The Alps team brought me on board to design a brand identity to align with their vision and bring the concept to life. Over the course of 2023, we consistently met at various bars and restaurants in the neighborhood while the interior was being built. These sessions were crucial to synchronize our direction throughout the brand development stages, all while supporting and experiencing the local industry peers to get a true sense of how the Alps would fit into the local scene.
Typographic inspiration for the brand aesthetic was taken from classic geometric and minimalistic sans serif Art Deco travel posters of yesteryear. A hazy gradient evokes a distant panoramic sunset viewed from a high vantage point. This visual theme echoes throughout the interior accents throughout the space. Conceptually, this idea likens the Heights neighborhood to an Alpine vista overlooking vast landscapes: Hoboken, Manhattan, and the Hudson River.
The Alps team brought me on board to design a brand identity to align with their vision and bring the concept to life. Over the course of 2023, we consistently met at various bars and restaurants in the neighborhood while the interior was being built. These sessions were crucial to synchronize our direction throughout the brand development stages, all while supporting and experiencing the local industry peers to get a true sense of how the Alps would fit into the local scene.
Typographic inspiration for the brand aesthetic was taken from classic geometric and minimalistic sans serif Art Deco travel posters of yesteryear. A hazy gradient evokes a distant panoramic sunset viewed from a high vantage point. This visual theme echoes throughout the interior accents throughout the space. Conceptually, this idea likens the Heights neighborhood to an Alpine vista overlooking vast landscapes: Hoboken, Manhattan, and the Hudson River.
The project scope included the development of a brand identity system, signage, website, menu templates, various collateral items such as menus, coasters, business cards, stickers, shirts, check presenters, and soft goods.
As the Alps crew says "It's all downhill from here." Cheers!
As the Alps crew says "It's all downhill from here." Cheers!
