Our Role
Brand Strategy
Brand Identity
Digital Experience
Portfolio Positioning
Industry
Creative
Caché
Most speakeasy brands rely on nostalgia, theatrics, and overdesigned references to the past. Caché approached hospitality differently, creating an experience built around restraint, atmosphere, and discovery. We partnered with the brand to shape an identity system that feels cinematic, elusive, and designed to reveal itself slowly.
CASE STUDY
Caché
Most speakeasy brands rely on nostalgia, theatrics, and overdesigned references to the past. Caché approached hospitality differently, creating an experience built around restraint, atmosphere, and discovery. We partnered with the brand to shape an identity system that feels cinematic, elusive, and designed to reveal itself slowly.
Brand Strategy
Brand Identity
Creative Direction
Hospitality Collateral
Digital Experience
Hospitality
Industry
CASE STUDY
Our Role
THE IDEA
The best hospitality brands don’t explain everything upfront. They leave room for intrigue. Caché was built around that feeling, creating a space where mood, lighting, sound, and visual identity all worked together to create anticipation before guests even walked through the door.
The brand needed to feel confident without becoming loud and memorable without relying on cliché speakeasy tropes.
BRAND SYSTEM
The identity system leaned heavily into restraint. Deep tones, sharp typography, minimal compositions, and subtle detailing created a brand world that feels dark, refined, and slightly mysterious.
Every element was designed to feel intentional, allowing atmosphere to become the strongest part of the identity.
BRAND SYSTEM
The identity system leaned heavily into restraint. Deep tones, sharp typography, minimal compositions, and subtle detailing created a brand world that feels dark, refined, and slightly mysterious.
Every element was designed to feel intentional, allowing atmosphere to become the strongest part of the identity.
BRAND COLLATERAL
Menus, matchbooks, coasters, signage, and printed materials were treated as extensions of the experience itself. Tactile finishes and understated layouts helped every interaction feel collected rather than decorative.
Nothing shouted for attention. That was the point.
BRAND COLLATERAL
Menus, matchbooks, coasters, signage, and printed materials were treated as extensions of the experience itself. Tactile finishes and understated layouts helped every interaction feel collected rather than decorative.
Nothing shouted for attention. That was the point.
DIGITAL
Digital became a tool for building intrigue around the space. Low-light imagery, cinematic pacing, and minimal messaging created a presence that felt more like an invitation into a hidden world than traditional restaurant marketing.
DIGITAL
Digital became a tool for building intrigue around the space. Low-light imagery, cinematic pacing, and minimal messaging created a presence that felt more like an invitation into a hidden world than traditional restaurant marketing.
THE OUTCOME
Caché became more than a speakeasy concept. It evolved into an atmosphere people wanted to step into, creating a brand experience built as much around feeling and anticipation as the space itself.
THE OUTCOME
Caché became more than a speakeasy concept. It evolved into an atmosphere people wanted to step into, creating a brand experience built as much around feeling and anticipation as the space itself.
“Parachute are the guys who see the whole map before you’ve even unfolded it. They helped us name what we were building, shape the way it should feel, and gave us clear direction when things felt muddy. No fluff just sharp thinking, good instincts, and a partner who gave a damn.”
GM, Caché
GM, Caché
THE IDEA
The best hospitality brands don’t explain everything upfront. They leave room for intrigue. Caché was built around that feeling, creating a space where mood, lighting, sound, and visual identity all worked together to create anticipation before guests even walked through the door.
The brand needed to feel confident without becoming loud and memorable without relying on cliché speakeasy tropes.
