the L, a new bar in Denver, CO, was established in 2020 by Alex Lerman and Adam Hodak. As the brainchild of these two industry veterans, the goal for the L was clear from the outset: they wanted to bring world-class cocktails to South Broadway in an atmosphere tailored to the neighborhood’s eclectic culture.
Starting with a blank slate, the goal was to do a full brand development, included everything from brand persona to visual brand to website design, that reflected the feel of the neighborhood and vision for the bar.
“By creating an environment tailored to the neighborhood’s eclectic culture, we want to develop long term relationships and repeat guests for whom the L becomes their go-to spot. As an dynamic and innovative bar, the L will provide a relaxed, unpretentious space where people can enjoy high end cocktails in a comfortable, local-style atmosphere.
As a zero waste bar, we utilize in-house linen washing, composting, and recycling; anything that can be purchased or created sustainably, will be.”
Mission: At the L, experience the colorful, eclectic energy of Denver’s historic Broadway entertainment
district, while enjoying drinks inspired by the skill and innovation of the world’s finest bars. Blending the best elements of a cocktail destination with the atmosphere of a neighborhood bar, our goal is to provide uncompromising drinks and top-notch service in a laid-back, welcoming environment.
Vision: We are reinventing classics from the ground up and combining the best elements of a cocktail destination with the lively atmosphere of a neighborhood bar.
mood + persona
Dynamic / Fun / Timeless / Innovative / Hip
the L is your world-traveled friend who high as an appreciation for the finer things in life, but who also enjoys a beer in the back yard; unpretentious, exciting, innovatively-minded, and down to earth.
The L is as much substance as they are image; projecting a high level persona without conceding identity. They are knowledgeable but not conceded, proud but not boastful, masculine but not macho. They are all about experiencing life.