Protocol

Protocol is a pandemic-era, chef-driven, cocktail-forward restaurant and bar in Amherst, MA. The mobile site doubles as the ordering menu, carrying forward Protocol’s mission to answer their neighborhood’s happy hour cravings safely and deliciously. ⁠

Protocol's visual elements set the stage for a brand world that balances pandemic-era safety standards with a new standard of cocktail. Color and quirky details complement the chef’s cheeky menu descriptions, while lines and right angles offer a much needed (considering the times) sense of organization and structure.

Larger-than-life outdoor signage doubles as advertising, and handsome branded swag enhances the indoor-dining experience.

Brand accents throughout the physical and digital environments provide safety and ordering instructions, and a mobile-first website makes getting takeout as smooth as Protocol’s signature whiskey cocktail.

With social media serving as a main channel of communication during COVID, we brought bold artwork and enticing photography to the front to create an immersive brand experience for both dine-in and dine-at-home customers.