Industry: Urban Development, Restaurant, Hospitality

Wired:
A Brand With
Day-to-Night Energy

We collaborated with Archipelago Investments to develop a brand that blends the warmth of coffee culture with the energy of evening cocktails.

As the fourth restaurant identity we’ve developed for Archipelago, Wired reflects the firm’s ongoing investment in creating connected, walkable spaces that shape the social and cultural fabric of Amherst.

Our visual brand system captures the duality of both the vibrant rhythms of early morning espresso rituals and late-night conversations shared over drinks.

Person holding a coffee cup with a colorful, gradient design and the word 'WIRED' on it, in front of a purple and brown background with the same design and words.
A colorful, abstract split design with the left side featuring a gradient and the word 'WIRED' with 'COFFEE & COCKTAILS' underneath, and the right side displaying large, stylized letters in pastel shades on a purple background.

From logo and signage to menu design and environmental graphics, each touchpoint was crafted to enhance the sensory experience of the space. The branding translates seamlessly across mediums.

Split image of a coffee and cake on the left, and five cocktails on the right, with the word 'WIRED' at the top of the cocktails.
People walking outside of a building with large glass windows and a sign that says 'WURSD' on the window, surrounded by green trees and bushes on a sunny day.

Services

Visual Brand Identity System
Signage Design
Menu Design
Social Media Visual Strategy
Environment Design
Merch Design

Over the past ten years, our collaboration with Archipelago Investments has shaped the identity of multiple properties and hospitality brands, transforming Amherst into a more connected community.

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