The Well – Brooklyn

Bar, Public House, and Performance Space Brand Development

November 15, 2012

When well-known talent agent Chris White and Knitting Factory alums Shay Vishawadia and Joshua Richholt conjured up the idea for a 4,000 square-foot beer hall with an 11,000 square-foot outdoor space, they knew they needed a brand that would both anchor and define their vision.

The Well spans the lower level of the old Hittleman Brewery, better known as the Danbro Studios building. A music hub in its own right, the building houses internet broadcaster, Newtown Radio, instrument and repair shop, Bushwick Supply and The Sweatshop, which rents hourly spaces for band rehearsal. The challenge of occupying such a diverse musical space meant The Well needed to be on-trend, but not mainstream, historic without feeling old, and powerful without being heavy handed.

Project 13 approached the branding of this impeccably curated bar, public house and performance space by first investigating its unique neighborhood history. Upon learning it was once a favorite place for policemen to dump undesirables into “the well,” P13 began with a nod to the badges worn by the boys in blue and juxtaposed that with the one thing at the building’s very core – beer. Specifically, vintage beer bottle labels.

The result is a brand that lives harmoniously both on stage and behind the bar. From interior and exterior signage, staff apparel and live music events to pull tabs, bar coasters and private label brews, its presence strike a noteworthy balance that has impact, yet hints to the heritage of the building’s history.

The behemoth new music venue and beer garden in Bushwick draws top shelf bands like Thee Oh Sees, Peter Murphy, Cam’ron, Os Mutantes,M.A.K.U. Soundsystem and Grandmaster Flash to Brooklyn, providing a fresh and energetic new alternative to usual stops like the Knitting Factory, Brooklyn Bowl and the Music Hall of Williamsburg, the majority of which fall west of the The Wick.