The New Northwestern

Passenger Rail-Inspired Cocktail & Wine Bar

Project7 Design created a brand for the The New Northwestern cocktail and wine bar that was inspired by vintage train station typography and the rhythm of a railroad track, a nod to the building’s railroad heritage.

In addition to the branding, p7 designed a responsive web site, business cards, and a printed menu template. Exterior branding included a continuous window vinyl pattern that helps passersby discover the bar as well as door vinyl and a parking sign. In the lobby, a signage and wayfinding system uses brand iconography to identify the cocktail lounge and restroom areas from either entrance.

A large-scale vinyl graphic features a historic image of the Chicago & Northwest Railroad railroad with the Des Moines skyline behind the bar, and below, a custom-laser-cut metal train track pattern illuminates the entire length of the bar.