Lobby

High-class offerings with fun twists.

Lobby

The Lobby is a Riverside-based restaurant and cocktail lounge which prides itself on the creation of a unique atmosphere, experience, and approach to bar services.

Strategy • Design • Social • Video • Motion • Event • Photo • Email • Lead Gen

Collaboration and Partnership

As our client presented their vision for the newest cocktail bar in Downtown Riverside, we were ecstatic to come on board and work with them to craft and create an individual brand identity, resonating with the environmental aesthetic of a private lounge and the feeling of a classic speak-easy experience, while maintaining modern day casual elegance. The Lobby would reflect high-class offerings with fun twists, with an inviting environment and something for everyone to enjoy.

Branding

Mind & Mill conceived a brand identity that resonated with Lobby’s target audience and helped them stand out in a downtown district with a variety of options for dining and beverage experiences. We received the American Advertising Federation’s prestigious Gold Award for the development of a dynamic logo design and unique brand identity. We are proud of the brand we’ve created and are elated that the brand received acclaim.

The Menu

When it came to establishing a classy tone within their industry, Mind & Mill helped develop an identity for elevated drinking experiences and a culture of refinement. This included highlighting the quality of the ingredients used in their cocktails, emphasizing the importance of ambiance, and promoting the idea of experiencing each drink as a unique moment.

Restaurant cocktail menu on a white page with black text, placed on a dark wooden table
A table lamp illuminating two black notebooks with gold lettering reading lobby, placed on a dark wooden table. There is a chair in the background.

The Website

With our goals in mind, photography and video was captured periodically to maintain the new brand offerings and display the unique alcohol and food offerings, showcasing models enjoying  the environment and the bartenders with their elaborate craftsmanship. These elements made for a gorgeous content archive that translated to an elegant social feed, encouraging a thriving local hotspot and with increased customer loyalty as they watched the new offerings and restaurant events displayed, inspiring new followers, and new customers. We built a website filled with the brand’s identity, video, and photography, where the menus were easily accessible and elegantly displayed.

A mug with a bear face, topped with whipped cream and colorful sprinkles, is on a surface covered with red and green sprinkles. A flaming marshmallow is being dipped into the mug.
A tiki mug with a fierce face design on a wooden bar counter, igniting a sparkler with bright flames and sparks, with a blurred background of bar utensils and décor.
A plated dish with a large cooked piece of beef garnished with green onions, served with mashed potatoes and a red flower.
Grilled salmon fillet garnished with herbs and a yellow edible flower, served on a black plate with a dark background.
A glass of whiskey with ice on a bar counter, with a flaming fire show in the background
Santa Claus tiki mug with a drink, straw, cherry, and pineapple garnish, standing on a bar counter dusted with powdered sugar.
A dessert with smoke and steam, topped with a piece of dry ice, on a wooden serving board.
Computer screen displaying a website for a lounge in downtown Riverside, with images of drinks and food, alongside two mobile phones showing the mobile version of the site, against a black background.

Tiki Tuesday

Our work also focuses on the bringing out the unique characteristics of one particular themed menu, we adapt the tone to suit the holiday or theme, such as; Christmas, Halloween, Brunch and Tiki! The Lobby Tiki Tuesday menu design, coaster design, cocktail illustrations, and illustration animations, helped to bring to life the flavor and tone of their Tiki vibes.

Bringing
Themes Alive!

A person holding a colorful, tropical-themed menu brochure with illustrations of palm leaves and cocktails.
A fancy cocktail in a tall glass with whipped cream and a pineapple slice garnish.
A cocktail glass with a lemon slice and a small fish-shaped garnish inside
A tall glass of iced coffee with a slice of orange and a green straw.
Person holding a tiki-themed cocktail glass with a purple flower and mint garnish, and a menu from Lobby Tiki Tuesday with tropical drink options.
A tiki mug with a face, filled with a drink that has ice, a flaming garnish, and a stir stick.
Cocktail glass with a drink and a lemon wedge garnish
A tropical cocktail in a glass garnished with lime, pineapple, a black straw, and a paper umbrella.
Decorative pineapple-shaped objects and a Tiki-style wooden figure on a bar counter, with cocktail glasses and bottles in the background.
A tropical cocktail garnished with a dried citrus wheel, fresh mint leaves, and a small decorative umbrella, served over crushed ice in a tall glass.
A whimsical beverage in a yellow bird-shaped cup with a parrot's face, topped with fruit garnishes and a green straw, set outdoors with blurred trees and dining table in background.
Pink cocktail in a martini glass with a pineapple wedge garnish, sitting on a bar counter with a pineapple slice beside it.
Two hands, one holding a colorful tropical drink with a penguin-shaped straw, mint leaves, and fruit garnishes, and the other holding a cocktail glass with a creamy drink, garnished with edible flowers, in a festive setting with blurred lights in the background.
A tall glass cocktail garnished with a slice of blood orange, an blueberry, and a small pineapple-shaped pick, with a paper straw, on a dark surface with tufted upholstery in the background.
Cocktail in a coupe glass garnished with blueberries and a small green garnish on a wooden bar counter.
Three drinks, including a green tiki mug, a yellow cocktail in a coupe glass, and an orange drink in a tall glass, being held up together in a celebration inside a bar or restaurant.
The word 'lobby' written in a stylized, connected, orange outline font.

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