Where Every Night Is a Good Catch

2026

Minnow is a basement speakeasy tucked beneath a lake house in Minnesota. A place created for slow evenings, strong pours, and the kind of conversations that only happen when the lights are low.

The brand draws from the understated beauty of lake life: still water, soft reflections, and the feeling of discovering something meant just for you. Every detail, from the handwritten wordmark to the tactile materials, was designed to feel personal, warm, and quietly inviting.

Intent
Rather than creating a themed bar, the goal was to shape an atmosphere—something that feels discovered rather than announced.

Brand Expression
The identity leans into softness and restraint. A script wordmark evokes something handwritten—like labeling a bottle or leaving a note on the bar. The color palette pulls from lake tones at dusk: deep reds, mossy greens, shadowy neutrals.

Experience
Minnow isn’t just a bar—it’s a ritual. Guests descend downstairs, settle in, and become part of the atmosphere. Drinks are named for friends, lighting is intentionally low, and the space encourages staying longer than planned.

Reflection
Minnow explores how brand thinking can shape even the most personal environments. It’s a study in restraint, hospitality, and the power of creating spaces where people feel comfortable enough to slow down.