Challenge

Pravda was born when Keith McNally decided to open an old-world Russian speakeasy and caviar bar in a basement location in pre-gentrified lower Manhattan. We were enthusiastic about the opportunity to develop an identity using the bold graphics of Soviet Constructivism as an inspiration.

Action

We began by creating a Westernized version of an Eastern Bloc identity, beginning with the Cyrillic style logo. That logo evolved into an extensive family of custom typefaces with varying weights and styles, providing a level of authenticity and originality to everything from packaging to interiors. Custom bottle labels attract attention to Pravda’s homemade infused vodkas, and hand-painted interior murals add a sense of drama and mystery, bringing the Soviet-era theme to life.

Results

Although the original sign outside the venue was tiny and the neighborhood was questionable, Pravda attracted the city’s young bright things in droves. Its popularity presaged the transformation of the neighborhood—now a cultural hot spot.