Cured and 18th & 21st

Branding a Restaurant and Bar

Identities with Branding Guidelines Manual


3-D Logo for Bar Equipment

Branding Strategy:

Brand-eye-dia was asked by Munther Design, an interior design firm (along with the restaurant partners and developer, Howard Hughes Corporation), to consult on the graphic design and brand identity for a side-by-side restaurant and bar combination called “Cured” and “18th & 21st” respectively. Their first location is a very high profile spot in Columbia, MD directly adjacent to Merriweather Post Pavillion, so it also required logo designs that would work well as exterior signage.

The restaurant owners were intent on having different branding for each of the two projects. Cured is a charcuterie and beer themed restaurant and bar with a casual, industrial feel, while 18th & 21st is a more upscale, speakeasy, 1920-30’s themed restaurant and bar with live music and high-end cocktails. The challenge was to create two unique brand identities that worked with each other side-by-side yet achieve their individual branding objectives. We jointly decided as a team that the logos would share the same color palette and a compatible typographic treatment to tie them together visually.

The end results were two unique logos, a branding guidelines manual, excellent exterior and interior signage produced by Apple Signs, logos for all print materials and even a 3-D printed Cured logo to be used for the bar beer tap equipment.