Peychaud’s

2020–2022
Client: Cure Co.

Brand Identity
Signage
Menus
Website
Print Ephemera

Peychaud’s is a French Quarter cocktail bar specializing in the New Orleans classics. Housed in the Maison de Ville on Toulouse Street, the building was home to Antoine Peychaud in the mid-1830s, creator of Peychaud’s bitters, famously used in the Sazerac. The building later housed Tennessee Williams in the 1970s.

The identity draws from the history of Peychaud’s bitters while maintaining the restrained elegance associated with Cure Co. Red was the only answer; Peychaud’s bitters is strikingly crimson.

The icon is an egg cup, the vessel in which Antoine Peychaud mixed bitters with spirit for a medicinal dram. It draws from ceramics of the period, illustrated by Cole Hoyer-Winfield, with star anise in the decoration.

The logotype uses a typeface designed to print with the texture of metal type. FaceType’s Ivory revival is based on historical examples. Slight irregularities in the serifs and horizontals produce the feel of letterpress.