OAK AND ELK

**Oak & Elk — Moody New York Bar Concept**

A conceptual bar brand inspired by time spent in New York, capturing the atmosphere of intimate, late-night venues and the city’s layered, cinematic energy. The challenge was to translate personal experience into a hospitality identity that feels authentic rather than stereotypical “NYC noir.”

The solution uses a moody, restrained visual system with dark tones, warm ambient accents, and strong typographic hierarchy to reflect the contrast between grit and sophistication found in New York nightlife. Design decisions prioritised atmosphere, intimacy, and editorial restraint across branding touchpoints.

The outcome is a refined bar identity that feels atmospheric, lived-in, and cinematic, evoking the feeling of tucked-away New York spaces that are both personal and timeless.