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The Underground

The Underground

Photo by Matthew Modoono/Northeastern University

PROJECT OVERVIEW

The Underground, which opened on Labor Day of 2021, is the brainchild of Nia Grace, co-founder of the Boston Black Hospitality Coalition and owner owner of Darryl’s Corner Bar & Kitchen, a popular local diner where patrons have enjoyed soul food and live jazz for more than half a century. Darryl’s, which sits between Boston’s Roxbury and South End neighborhoods, and is located just several blocks away from The Underground on Columbus Avenue, has been a fixture in the Black community. The Underground will be a soul food-inspired breakfast and lunch spin-off of Darryl’s.

According to Grace, the concept for The Underground Cafe + Lounge, “came from being rooted in culture, inspired by the community, and united by flavor.” She grew up and still lives in Roxbury, and she takes great pride in working with the citizens of the vibrant neighborhood, along with Northeastern and American Campus Communities, to provide a welcoming environment and freshly prepared, quick-service food at affordable prices.

Photo by Matthew Modoono/Northeastern University

Photo by Matthew Modoono/Northeastern University

THE ASSIGNMENT

Grace approached the Graffito ID team to create a visual identity for The Underground Café + Lounge. During the project kick-off, we discussed The Underground’s positioning in the market and reviewed the various target audiences. It was determined that the overall brand aesthetic should be warm and welcoming, but should have the same energy and personality of the yet-to-be-built café space. In addition, it was important to Grace that the branding be unique, memorable, and extremely flexible to support a variety of applications including menus, signage, and swag. Finally, she wanted to make sure that the brand reflects The Underground’s location, since the name itself pays homage to Harriet Tubman’s underground railroad that intersects that true passage with a higher calling of freedom. It was particularly poignant right now as she hopes The Underground Cafe + Lounge will be a space that honors the nearby recently-demolished Harriet Tubman House, which served as a safe space for African Americans in the South End for 45 years.

THE RESULTS

LOGO + BRAND IDENTITY

WINDOW + SIDEWALK SIGNAGE

MENU DESIGNS

WEBSITE DESIGN + PROGRAMMING

BRANDED COLLATERAL