The name came from a piece of ephemera the chef had held onto for years, and it already hinted at a larger world. Our role was to build that world out, taking a name and a mood and turning it into a full brand system.
The brand system needed to feel like a universe, not just a mark. The visual language is narrative-driven: characters, story, and texture that build up across every piece.
The brand takes shape as a 70s and 80s spy thriller.
cast of recurring characters runs through the collateral: the blonde, the brunette, the henchmen on motorbikes. AI-generated artwork brought them to life, and they surface across coasters, matchbooks, menus, and printed graphics. The tone is vintage-inspired with an edge that matches the room.
The identity turned Midnight Plus One into more than a bar. It became a fully realized world, with each detail contributing to the story. Guests encountered the brand not only through the interiors but in the objects they touched and took home, each piece carrying part of the narrative.
