District 42

Kimpton Craft Cocktail Bar Branding

District 42 is a craft cocktail bar in Kimpton’s Hotel Arras. We wanted the brand to encapsulate some of Asheville’s unique downtown history. The name District 42 is inspired by the original 42 lots that run along Biltmore Ave. and is an ode to the past, present, and future eras of downtown.

Each letter occupies its own space in the logo design to reflect that district/territory feel. The supporting brand elements were styled with a 1920s Art Deco flair, celebrating the time when literary celebrities regularly frequented and partied in Asheville. A vintage map illustration of 1891 Asheville is a central focus of the brand, extending across the menus, custom wallpaper, postcards, etc.

BRAND POSITIONING
VISUAL IDENTITY
ILLUSTRATION
MERCHANDISE + UNIFORMS
MENU SYSTEM DESIGN
SIGNAGE
INTERIOR DESIGN
FURNITURE DESIGN
WEBSITE DESIGN

For the iconography, we styled Zelda Fitzgerald (who lived/died in Asheville) to bathe in a cocktail glass and a pig wearing a top hat to represent that downtown market pig trading that happened on Biltmore Ave. The business cards were designed to celebrate the turn of the century, social calling cards.

For interior design, we created a signature geometric deco pattern integrated into the signage, custom metal work dividers, and ceiling sculptures to help the ample space feel more intimate and reduce ambient noise. We hope customers enjoy the full bar expanse, intimate seating areas, and subtle nods to Asheville’s history.

VIEW WEBSITEVIEW WEBSITE

Wallpaper Photo — Cris Molina

Bargello matchbook
Bargello
A hand holding a tilted wine glass spills red wine onto a red and white marbled surface, leaving a splash and stains—a vivid scene that captures the artistry appreciated by any Food & Beverage Branding Agency. By Atlas Branding.
Claudine
Pizza Box Design and Restaurant Branding by Atlas Branding for Lola Rose
Lola Rose
A cooked whole lobster rests on a wooden surface beside a pink seafood and oyster menu, postcard, and green pen, showcasing stylish seafood restaurant branding. By Atlas Branding.
The Lobster Trap
A ceramic plate holds two postcards, a sprig of rosemary, and a gray checked cloth on a brown surface, with a glass of water nearby—perfect for showcasing product photography Asheville style. By Atlas Branding.
eldr
A person walks past a wall with colorful posters, including abstract designs, hotel restaurant branding elements, a hand with cocktail glasses, and text reading PRETTY VACANT. By Atlas Branding.
Pretty Vacant
Cocktail Bar Branding for Golden Hour by Atlas Branding
Golden Hour
Charleston Hotel Branding
Present Co. Hotel
Martha Polla CCO of Posana, Bargello and District 42
We teamed up with Atlas to launch our new restaurant concepts. I can't image finding a better creative partner. Aside from having an incredibly talented and efficient team, they are easy to communicate and work with. They have the knowledge and capabilities you’d expect to find in New York firm with the added benefit of being transparent, approachable and economical. I absolutely treasure our relationship and look forward to our next project together.
Martha Pollay
Mandara Hospitality + Kimpton Hotel Arras