overview
Red Bull needed to appeal to NYC’s high-end underground club-goers. We crafted exclusive bar items inspired by the Bowery’s unique heritage and layout.
Be: Branding & Consulting
Research & Insights
Do: Products & Experiences
Packaging & Product Design
Challenge
Red Bull wanted to connect with NYC’s elite underground club-goers through a design that elevated their brand in high-end spaces. How could we make their product feel at home in the city’s most exclusive venues?
Solution
The Bowery’s blend of continuity and change inspired us. We designed unique bar items that captured NYC nightlife venues driven by our exploration of the city’s nightlife history and club architectures.
Reflecting the Bowery’s rich cultural tapestry, our design incorporated high-quality, handcrafted items in brass, concrete, and wood—materials that nod to NYC's industrial roots. Geometric shapes mirrored the Bowery’s unique street layout, making the items standout in a sea of typical club freebies while breaking the traditional Manhattan grid.
