One house.
Three bars.
Infinite character.
Milroys of Soho, London’s oldest whisky shop, expanded East to a historic Spitalfields townhouse. Spanning three floors, the challenge was to craft a brand identity that honoured Milroys’ heritage while defining three distinct spaces:
Milroys Whisky Bar: A shop and tasting bar, echoing the charm of the Soho original.
The Dram House: A members-only bar and cigar terrace.
The Proofing Room: A basement cocktail bar with its own, unique personality.
I was entrusted with naming the cocktail bar and creating a cohesive visual identity for all three spaces. The concept drew inspiration from the building’s rich history at 76 Commercial Street, weaving together its varied roles since the early 1800s.
The Proofing Room
Historically, 76 Commercial Street operated as a bakery, with the basement serving as a grain store and proofing room for dough. Now, as a whisky haven, the name The Proofing Room pays homage to the dual life of grain: in bread making and whisky distillation. Both processes require proofing, a nod to tradition and craft that grounds the bar in its historic roots.
