A father-son team, seasoned in the restaurant business, approached CHAR co. with a vision to turn a former car dealership (abandoned for 10 years) into an upscale dining destination.
Starting with the owner’s vision for a “joint that’s unapologetically cool,” we got to work shaping an identity for the Nitro Bar. We wanted the bar to feel a little bit like a paradox, gritty and edgy with just enough sophistication to give it credibility.
The result is a destination whose “energy blends seamlessly with the community excitement that galvanizes residents around a place in which they take much pride.” The owner’s goal of “championing the rich heritage of the town...and support[ing] the community’s continued evolution” extends every day through each individual customer experience. True to its identity, the Nitro Bar boasts vintage lighting, Reading Standard motorcycle posters on the walls, and an incredible menu featuring eclectic local fare.
In just a few short months after opening, the Nitro Bar became a local hotspot. It garnered loyal fans and thousands of followers on social media. Local patrons love the progressive element it adds to the downtown, and visitors are charmed by its signature feel.
CHAR co. supported every element of this project, start to finish. From constructing a Brand Identity to choosing the tile for the floor, we strategically engineered a brand that aligned with the existing downtown, maintained the building’s historic character, and stood out as a one-of-a-kind, upscale leisure place to gather.
A few key elements played a central role in crafting this comprehensive, distinctive Brand Identity for the Nitro Bar. We met regularly with the owners. Listening and asking questions around their vision. We generated the brand’s Visual Identity, ensuring it aligned with the brand. In addition, we developed a brand strategy, provided creative direction, and spearheaded the space design, curating every detail. Watching the successful launch of this brand, and seeing the public embrace it, brought the entire process to an amazing close.