The Upside Rooftop Bar

naming, branding, signage, collateral

A jewel of a cocktail bar on Austin’s East 6th Street

Naming & Logo Design

First and foremost, this classy rooftop cocktail bar in the making needed a proper name. We proposed The Upside, which touched on both the benefits of enjoying cocktails in the company of friends as well as the rooftop nature of the bar. The client loved it, and it was then time to develop the logo. Our goal was to create a brand that was classic, timeless, and a little bit retro. The Upside is part of East Austin Hotel.

Signage & Menu Design

Zócalo designed and oversaw production and installation of the main exterior neon sign, as well as the directional signage within the hotel that houses The Upside. We also designed and sourced the menu suite, which featured the Upside logo foil-embossed in Upside blue or gold.