All Souls is a cozy corner bar and a neighborhood favorite. Beloved for their unpretentious attitude and attention to detail, branding All Souls was an exercise in restraint. We took inspiration from the aesthetic of DC’s storefront churches, taking typographic cues from church display lettering and marquee signage to create the logo, signage and menu boards. The overall visual identity reflects both the mood of the space and the owners: simple and straightforward while welcoming and thoughtful.