Underbelly is a modern and upscale cocktail bar themed like the inside of a giant stomach. Just through the esophagus, they can experience dark, moody lighting, red plush walls, and innovative drinks inspired by fizzing enzymes. They can also simply sit back and enjoy the atmosphere and set dressings or partake in one of our ritzy twists on reliable bar food classics.
Underbelly
Website
Packaging
Uniform
Development
In my research, I made myself vaguely familiar with the functions and parts of the stomach. I looked over medical illustrations, anatomical diagrams, and microscope images, and took note of anything I found visually interesting. I thought the novelty of the concept needed to be reflected through a sense of humor for the brand.I knew I wanted to use a lot of color, pattern, and illustration. I didn’t want to clash or fight for attention with the logo, which is why I decided on a solid vector with no set color so it could always fit into all of my designs.
