Eight Bar: Reimagining a Gold Coast Icon
When Maple Hospitality Group opened Maple & Ash in 2015, it set a new standard for luxury dining in Chicago. Known for its unrestrained elegance and unparalleled hospitality, the two-story venue included Eight Bar on the first floor, an inviting yet understated bar named after its address: 8 West Maple Street. Eight Bar initially served as a gateway to the opulence of Maple & Ash, blending relaxed charm with the high-end culinary artistry of Michelin-starred chef Danny Grant.
By 2020, the bar was rebranded as “The Maple Patio,” a move intended to integrate it further with the upstairs fine-dining experience. However, the change led to unintended consequences. Guests often booked reservations expecting the grandeur of Maple & Ash, only to find themselves seated in a more casual space with a separate menu and ambiance. This confusion diluted the identity of both spaces and resulted in a need for clarity and distinction.
Background
Maple Hospitality Group needed to restore Eight Bar’s original allure while establishing it as its own distinct destination. The goal was to create a cohesive yet differentiated identity that catered to its target audience: guests seeking a sophisticated, relaxed luxury experience. My task was to reimagine Eight Bar’s brand, atmosphere, and identity to reclaim its position as a Gold Coast staple while resolving the confusion with Maple & Ash upstairs.
Challenge
PROCESS
To reintroduce Eight Bar, I conducted research into the customer journey, brand perception, and market positioning. I focused on understanding what made Maple & Ash iconic while identifying Eight Bar’s unique opportunities. This groundwork informed the rebranding strategy: a playful, rebellious take on luxury that aligned with Maple & Ash’s reputation but carved out its own niche.
1. Strategy and Discovery
Eight Bar’s new identity was built on the concept of “relaxed, rebellious luxury.” The visuals, tone, and atmosphere would resonate with guests looking for approachable indulgence. Key design elements included:
Logo and Visual Identity: A sleek yet bold logo that reflects the playful elegance of the space.
Menu Design: Modern typography and clean layouts to highlight the elevated, casual offerings like luxe sushi bites and steakhouse classics.
Packaging and Merchandise: Branded to-go boxes, cocktail kits, and exclusive merchandise that extended Eight Bar’s identity beyond the physical space.
2. Crafting the Brand
The design brought Eight Bar to life with refreshed interiors, updated signage, and curated playlists to create a social, vibrant vibe. The environment now effortlessly transitions from a chic lunch spot to an energetic late-night destination.
3. The Space
4. Communication and Storytelling
The storytelling positioned Eight Bar as the neighborhood go-to for everyday delights and special nights. Messaging emphasized spontaneity, connection, and luxury without pretense, ensuring the brand resonated with both long-time patrons and new guests.
