Since 1972, Harry’s has been a symbol of style in the Financial District. It's been immortalized in classic New York-centric novels, from Tom Wolfe’s “Bonfire of the Vanities” to Bret Easton Ellis’ “American Psycho”. FAREWELL rebranded this infamous steakhouse, to coincide with the unveiling of their revamped space.
It was clear from the start the visual branding must not only breathe new life into this lower Manhattan institution, but also pay homage to its rich history as a trusted destination for an upscale yet comfortable dining and drinking experience. Fusing elegant visual cues with contemporary typographic coordination, FAREWELL relied on a carefully curated color story and meticulous material selection to complete the story. The goal was to craft an elevated visual and tactile experience that compliments the overall tone and legacy of Harry's.
A major ingredient to Harry's resounding success over the years can be attributed to founder Harry Poulakakos's 'legacy of kindness'. It's widely known Harry personally catered to his guests like family, even personally ensuring cab rides home for many of his late night guests. Translating this warmth and familiarity to the visual identity was a consistent metric of success through the creative process. So, when Harry responded to the final creative presentation with "Great. It's Easy and Excellent.", we knew we had served him and the institution well.
Interiors: Tadrissi Studio, PD Lab