Sugar Hill
After purchasing a historic building in the West Adams area of Los Angeles, Edward Barnett and associates wanted to revive the community-focused culture of the previous establishment. The Cork, a bar and restaurant that was a staple of the community for 50 years would become Sugarhill, a space that’s a step up from a restaurant, but a step down from a club. It would come back to life as a legendary bar and lounge concept with premium cocktails and elevated small plates that fills the void for people looking for a night out without having to travel across the city.
WHAT WE DID
Strategy
Positioning
Brand Identity
Based on the epicenter of LA’s Black Excellence in the early 20th century (and its Harlem predecessor), the newest Sugarhill seeks to continue the tradition of cultural preservation in social spaces, pay homage to the greatness of the past, and be an upscale yet welcoming environment for present and future greatness.
It’s “not just your average neighborhood bar,” but “a destination catered towards Black experiences, history, music, and food.
The strategic pillars are:
Strategy
Customer-Focused
Company culture is dedicated to enhancing the consumer experience, applying appropriate feedback, and building strong customer relationships.
Operational Excellence
Customer satisfaction is earned through efficient service and quality offerings. No detail is spared in curating the ideal atmosphere for an evening out.
Community-Oriented
From the community we build inside to the one we experience whenever we step outside, people are at the heart of what we do. We prioritize making connections and pouring back into the surrounding area.
We creatively positioned Sugarhill as “LA’s Sweet Spot.” In the heart of historic West Adams, Sugar Hill is the true expression of the phrase "If you know, you know." This modern twist on a classic cocktail lounge offers a setting you can trust to guide your evening.
An atmosphere that promises quality and comfort - great food and elevated aesthetics co-star in this lavish production. Sugar Hill is the perfect place to bring old friends or meet new ones, where everyone comes together and toasts to the moment.
Positioning
Presenting as “a luxury brand meant to look exclusive, but always feel inclusive” was at the core of the brand identity. Simple, elegant, and timeless met fresh, soulful, and authentic for a modern aesthetic with a classic feel.
The inspiration for Sugar Hill is elegant and authentic with an energetic spirit. The dark colors give the brand a moody and relaxing feel, conveying the exciting yet comforting atmosphere of Sugar Hill.
