Butterfly Soho

Brand Identity, Hospitality
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Butterfly Soho
Butterfly Soho 

One of our recent hospitality projects, Butterfly Soho at 60 Thompson, a joint creation from John McDonald and Nur Khan which involved creating a brand identity that embodied a minimal design in order to let the rich texture and design of the space from interior designer Jason Volenec speak for itself. The room was further transformed by the addition of iconic works by Damien Hirst.

Butterfly bar planetfab studio 1

Brand Identity for Butterfly

Our task was to develop a brand identity that would reflect sophistication and refinement for the bar. While maintaining a minimalist approach, we designed a logo and logomark that perfectly embodied these qualities. To optimize visual balance, we opted to eliminate the word “Bar” from the brand name, ‘Butterfly’, which already had a lengthy structure. To achieve this, we transformed the last letter of the name into a timeless martini glass symbol, which proved to be an elegant and successful solution.

butterfly soho business card planetfab
Butterfly menu 2


As part of our comprehensive brand identity project, we developed an entire set of stationery that consisted of professional business cards, captivating letterheads, and additional collateral materials to strengthen the brand’s visual identity. In addition to these materials, we also focused on creating unique and innovative menu designs for the establishment. This involved crafting various iterations of the menu to cater to different needs, such as a standard menu for everyday use and a special menu for seasonal items or events. Our team took great care to ensure that each menu design was visually appealing, easy to navigate, and effectively communicated the brand’s messaging and style to the customers.

Butterfly soho brand dentity design planetfab fabrice frere

Client: Mercer Street Hospitality
Special Thanks: John McDonald & Nur Khan
Creative Direction: Fabrice Frere, Michelle Keller
Design: Fabrice Frere, Michelle Keller
Interior Photography: Michael Condran
Visit the Butterfly Soho Website!


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