151
Originally opened in 2002, 151 Rivington was a subterranean dive bar in Manhattan’s Lower East Side. It was among the first of its kind in the area and became a refuge for musicians, artists and writers. After closing for a few years, it was revived by the owners of the craft cocktail bar Death & Co with some light renovations and a drink menu overhaul.
The new team strove to preserve the dive-bar DNA that made the bar special, but upgraded the offerings, installing a slushie machine and generating a massive menu of over 75 choices.
Project
The brand identity was inspired by the Sexy Sleaze attitude of the LES in the early aughts, where you danced all night in dark rooms and no one was recording you for socials. The menus were easy, fun and crammed full of unexpected options like test tube shots and girl scout cookies. And what’s a dive bar without a cheeky book of matches to take outside for a smoke or to give someone your number?
Scope
Branding • Menu Design • Illustrations • Collateral
Credits
Bar Development by Gin & Luck
Photography © Eric Medsker
