Set in Washington DC’s Penn Quarter, Dirty Habit DC is a culinary provocateur— a noir-inspired, sociable dining and craft cocktail destination. Adapting from its San Francisco origin, Dirty Habit DC pulls the curtain back on DC’s conservative exterior to reveal the salacious underbelly.
Dirty Habit’s original identity couples a touch of mystery with trendsetting symbology. For the East Coast location, the brand adopted a design that elevates the city’s masonic history, first seen in an ambiguous new shortform. From there, design builds tension through captivating photography inspired by infamous conspiracy theories, telling a scintillating story throughout the collateral. The city’s notoriously mysterious grid is leveraged on check presenters, concealing the bill within a custom-designed box to provoke a sense of speculation.
The brand’s digital environment features gothic-inspired, mood-setting imagery, while custom-copy crafts the provocative narrative, culminating in an already-award winning brand poised to make its own notorious mark on a city no stranger to scandal.