Background

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.

The Goal

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.

Brand Values

“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.”
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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.

Logos + brand marks