It’s no secret that we love New York. It’s a constantly evolving city that unveils something new with each visit. From the music, galleries and museums to the vast array of bars and restaurants, it’s a place that brings us relentless excitement and inspiration.
In 2014 we were approached by Joanne and Kaz to help with their latest project. Previously we had successfully worked with the two on their restaurant venture, Vesta. Their new idea was was to bring classic New York style to the Sydney CBD in a modern and sophisticated way. Combining rustic charm with shared, farm fresh food and delicious cocktails; the Bowery Lane concept was born.
Bowery Lane is based on ‘The Bowery’, which is the oldest thoroughfare on Manhattan Island. Named in the latter 17th century by Dutch settlers as Bouwerij Road, (an early Dutch word for farm), it connected farmlands and estates on the outskirts to the heart of the city in today’s Wall Street and Battery Park area. ‘Bowery Lane’ was the street’s name until 1807. Today, The Bowery is one of my favourite parts of Manhattan, right near Chinatown, Little Italy and The Lower East Side, with some great features including New Museum, Bowery Ballroom and CBGB’s (Rest in peace!).
Working closely with Gensler, who developed the architecture, interiors and logo mark, we expanded the visual identity by creating a family of illustrations in a style that evoked The Bowery’s farm history. We employed a sketchy style of illustration, influenced by etchings in early news prints. We created a complete style guide that utilises an adaptable, modular grid system, combining the illustrations with sleek, modern typography. We designed and produced a full suite of letterpress printed stationery, lasercut menu boards, packaging, a fully responsive website and even a temporary mural.
Bowery Lane recently had their official launch, with flowing champagne, cocktails, pork(!!!) and even an authentic NYC taxi. A great (and hazy) night was had by all. Next time you’re in the CBD and are craving a great coffee, one of Sydney’s best burgers, a cocktail or three, or you haven’t been to New York City in a while; Bowery Lane comes highly recommended.