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		'21' Club Licensing Promotion
	Brand Identity	Over three-quarters of a century ago, Congress passed the Act that ushered in the Prohibition Era. In New York, as in every American city, 'speakeasies' mushroomed, but none was more celebrated than 'Jack and Charlie's '21', founded by two collegian cousins from the West Side, Jack Kriendler and Charlie Berns.

Once a glamorous speakeasy, today '21' is one of the most celebrated restaurants in New York City. In addition to its two restaurants—the Bar Room and The Upstairs—this four-story townhouse features ten private dining rooms, including the legendary Prohibition-era wine cellar, a sophisticated hideaway, which is considered the most secluded dining room in the city. For over five decades the symbolism of New York City's The '21' Club, indicating prestige and power, has been undiminished. The doors of this esteemed institution are now opened to a large aspirational market through carefully chosen foods, services and other products bearing the famed restaurant's signature. We designed and produced the brand promotional literature and the Tatler newsletter incorporating supporting thematic graphics such as the iconic gates and the familiar jockeys. The visual equity conveyed by our solution suggests the sense of richness, excellence and distinction that is the hallmark of The '21' Club. Referred to as "the numbers", '21' is the oldest restaurant in NYC named for its address. Identity design by Pentagram, New York office Market strategy by Leveraged Marketing Corporation of America