The Dirty Habit brand celebrates The Provocateur, letting go of your inhibition, the idea of indulging in behavior that’s a little controversial, maybe even scandalous.
The original San Francisco location was a powerful success, luring locals for post-work release and after hours revelry, and the experience soon went bi-coastal with a new location at Kimpton Hotel Monaco in Washington, DC. Dirty Habit’s story is of a restaurant that brings a whole new attitude to the DC dining scene. It delivers the unexpected, where everything has an added sense of drama. It’s a theatrical take on dining, and branding as a whole.
The luxe and simple letterhead design brings all that to life visually, balancing the high-drama in-restaurant experience. Focusing on a rich color palate of black and white with gold foil embellishments, allowing the graphic oddities and rebellious spirit inside the restaurant shine.
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Designer: Ashley Partrich
Creative Director: Kenn Fine
Project Director: Devon Neves
Client: Pebblebrook Hotel Trust