Sleight Speakeasy is the product of an assignment where I was required to use a cliche and an archetype in order to build a brand. My cliche was a food company and my archetype was magician. Given the secrecy to magic and loyalty to such secrecy that magicians hold, I felt that a speakeasy would be the perfect embodiment of that. One, I knew that I wanted to do a speakeasy and figured that it should be moody, to match the darkness of magic, yet have the class and pristine nature that magic shows used to hold for the rich. I combined elements of victorian swashes to convey an ambiance of class and a custom old style serif font that made it feel a bit more modern. Gold was and is often a metal of wealth and enhances moods of darkness and secrecy. The green went well with the theme of a magician, because rather than falling into the pool of dark blue and purple as so often seen with magic I wanted it to take a much more earthly, natural spirit and enviroment.