UISCE Bar - Brand Identity Case Study

UISCE - Miami Beach

Logotype design & visual identity

First of all, this project was never implemented. The UISCE Bar was instead integrated into the Sérêvène Restaurant, inside the Hotel Greystone.

UISCE is specialized in the finest brands of whiskeys from Scotland, Japan, etc.
The name is derived from the Old Irish spelling of whiskey.

I was tasked with creating a both rugged and refined identity for the bar.

First of all, having the the U looking like a whiskey glass as an initial is too much of a godsend for a whiskey venue to not take full advantage of it.
The blocks of letters also evoke signs / runes carved on giant stone blocks. There's a mood of old myths and legends to those aligned blocks, feeling of a proto language, old gaelic.
There's something both very modern, futuristic but also radically archaïc and visceral to this mark.