The Woolworth Bar

Brand Identity
Paperwhite Studio, 2024

Pouring the spirits of Chicago.

The Woolworth Bar captures the confluence of Chicago’s industrial, storied heritage. What was once a Woolworth’s department store with a casual lunch counter has evolved into a stately bar in the center of Washington Hall. Brushed with warm wood finishes and earthy green upholstery, the bar touts itself as an affable and fanciful escape for city dwellers. 

We crafted a beautifully bespoke brand identity central to the building’s history. Our custom logotype symbolizes the utilitarian architecture of Chicago and the subliminal ritz of a night on the town. Upon our forest green and cream color palette, we have designed ornate emblems, patterns, and textures to pair with pared back typography. The emerging brand identity strikes a balance between the new and the classic, further defining the bar’s convivial atmosphere.

Inspired by the dynamic history of the Windy City, our work helps The Woolworth Bar appeal to new generations with a reclaimed legacy.