Good Boys is a triumphant reimagining of your neighborhood bar, marrying timeless American-Chinese food staples with the luxury of an upscale cocktail bar. It aims to pair excellent service with the best booze and beer selection — and to do it all while celebrating the fascinating, nostalgic culture of American-Chinese takeout. The founder, Scott Brooks, also happens to be my uncle, so I was more than happy to lend my services and help bring his vision for Good Boys to life.
Before this project was unfortunately put on hold by COVID-19, I designed a preliminary brand identity and menu options for the bar. Working closely with Scott, together we took his rough vision for Good Boys and polished it into an identity that balances the aesthetics of a vintage Chinese takeout joint with a friendly NYC bar.
Please keep in mind that these designs are far from final — Good Boys’ opening is still a while away, and the work you see here was made as a starting point to get investors hyped about the concept.