With a nod to old Vegas and tongue-in-cheek name, Rare Society invites you inside with its can’t-miss 635 bulb channel lettering marquee sign outlined in blue neon lighting up Park Avenue. Through branding opportunities both large and small, no surface was left untouched with a piece of 1960’s casino flare. From the bold 19-foot building sign to the poker chip business cards, you can see and touch every piece of the thoughtful story. Art installations fill the restaurant with life. A custom hand-placed 620 card wall installation sets the tone as you walk through the door – look closely and you’ll land your Ace of Spades. Bring that luck (and appetite) to the custom poker table inscribed at each end with “A Bet You Can Trust,” a tagline tied to its parent brand, Trust Restaurant Group. Midcentury inspired gold topography writes a menu worth sinking your teeth into before your check is presented to you in a vintage ash tray. A cocktail awaits you alongside a 1960’s Vegas showgirl showing a little leg. The red velvet curtain provides her with a cheeky peek-a-boo moment at the bar. This throwback concept wouldn’t be complete without a show marquee inspired by the likes of Sinatra and the Rat Pack. Boldly placed in the back of the restaurant, Rare Society reinforces brand taglines and leaves opportunities to customize private events.
Trust Restaurant Group
Naming, Branding, Copywriting, Website Design, Environments
November 1, 2019