A tiny café/bar in the middle of Toronto's financial district, Drake MiniBar was designed to seamlessly pivot from its bustling morning atmosphere (serving coffee and pastries to office workers) to its evening vibe of cozy jewel-box, offering playfully plated versions of The Drake's classic fare alongside curated cocktails. The bar scene was compact, intimate. I created the accompanying branding to feel similar: jewel-toned and clean, with angled lines derived from the custom wine rack that welcomed patrons as they entered.
Mini-Bar's corner patio, visible from the intersection, presented the perfect opportunity for this two-sided sign. In the entrance, the CAFÉ/BAR neon sign lit up either "café" or "bar", depending on the time of day.
Promoting a space before it is built is always a challenge. In the marketing department, co-worker Erica Lefaive came up with the idea of having a diorama (by Jessi Garcia) built of the bar, and to create short videos of tiny cocktails being mixed by the bartender (who previously studied to be a surgeon and was known for his steady hand). A recruitment campaign followed in which I got to design and print off a teeny-tiny resumé.
The diorama was eventually installed behind a peephole in the construction hoarding, and rewarding curious passers-by with a moment of surprise and delight.
