Good Measure

Introduction

In Chicago's River North, Good Measure blends a cultivated punk rock bar aesthetic with serious food and drink. This project covers the logo and core brand collateral: matchbooks, drink coasters, and supporting graphics.

Client Background

Good Measure is led by Sophie de Oliveira and Chef Matt Troost. The vision: a neighborhood spot where meticulous cocktails and a punk‑leaning vibe can coexist without compromise.

The identity needed to feel:

• Distinctive and a bit loud, in line with the music and interior.  
• Crafted and intentional, in line with the menu and bar program.

Project Objectives

• Create a logo that captures the bar’s mix of punk energy and precise mixology.  
• Build graphic collateral (matchbooks, coasters, social graphics) that feels collectible and on-theme.  
• Establish a visual language that reinforces Good Measure’s commitment to craft cocktails.

Logo Development

We went through multiple rounds of concepting and refinement (in collaboration with Chrome City Creative) before landing on a jigger as the central mark — a direct nod to precision and “good measure” behind the bar.

Process highlights

• Discovery and brainstorming – Workshops with the founders to map references, tone, and what “punk meets gourmet” means visually.  
• Concept exploration – Typographic and illustrative directions tested everything from rough, DIY forms to more polished systems.  
• Iterative refinement – Several cycles of feedback tightened the composition, typography, and relationship between mark and wordmark.  
• Final direction – A jigger-centered logo that can flex between full lockup and simplified mark.

Logo elements

• Central jigger motif – Represents precision, craft, and the act of measuring.  
• Custom type – Balances punk grit with the legibility and structure expected of a more elevated bar program.  
• Color palette – Black, white, and red for impact, legibility, and a subtle nod to classic punk posters.

Graphic Collateral

Matchbooks

• Front cover dominated by the logo for instant recognition.  
• Interior panels with punk‑inspired typography and small illustrations.  
• Same black / white / red palette for consistency.

Drink coasters

• High‑quality material chosen for feel and durability.  
• Multiple designs in rotation to encourage collecting.  
• Logo appears either as hero or watermark so the brand is always present.  
• Textures and layout references to punk album art and show flyers.

Design Challenges and Solutions

Balancing edge and polish  

We needed to keep the attitude without losing the refinement of the drinks. This was solved through controlled use of texture, clean composition, and disciplined type hierarchies.

Maintaining versatility  

The system had to work on signage, menus, tiny matchbooks, and digital. We approached the logo and supporting elements as a modular kit that can be recomposed as needed.

Communicating mixology without clichés  

The jigger became the hero object, grounding the brand in the craft of measuring and pouring without leaning on overused cocktail iconography.

Conclusion

The Good Measure identity brings together punk energy and precise hospitality in a way that feels intentional rather than gimmicky.

From the sign out front to the coaster under each drink, the system tells the same story: this is a place where the music can be loud, the details are tight, and every pour is done with good measure.