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Next Door

Brew Next Door is a unique social frontier founded by the creatives at C&I Studios. Literally, next door to C&I Studios’ Fort Lauderdale location, this bar is a haven for local artists, musicians, business professionals, influencers, and anyone who loves great art, intimate moments, and handmade cocktails. Throughout the month, the space hosts live bands, art shows, open mic nights, improv shows, and more. It is known locally as ‘The Hidden Gem’ of Fort Lauderdale, due to its speakeasy-esque atmosphere, private location, and word-of-mouth presence.

 

One of the most notable characteristics of Brew Next Door is the attention to books and vintage furniture.  They link guests to the culture of the 20th century, which this space embodies to the fullest. All cocktails are named and modeled after the most notable American artists of the last century, such as Ernest Hemingway and Emily Dickens to name a few. A floor-to-ceiling bookshelf bar area and secret bookshelf door, behind which private events are often hosted, add to the atmosphere and virtually teleport guests to the heyday of American culture. The aging books also add a soft note of vanilla to the air, which increases cravings for premium bourbon, of which Brew Next Door offers a grand selection.

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Rebranding Brew Next Door

Brew Next Door has changed significantly since its opening. The already vibrant atmosphere has been energized with new seating areas, lighting fixtures, lounge spaces, cocktail selections, and social activations. We recreated our brand image to introduce this newly reimagined nightlife scene.

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A Better Way To Sell Cocktails

Brew Next Door is a nightlife concept from the minds at C&I Studios, so it is only natural that they use video to sell cocktails.

Video can articulate emotion more strongly than any other visual medium. Even with a soundtrack masking the sounds at the bar, one can hear ice clinking against the glass, they can smell the aroma of citrus and mint, they can feel the shaking of their cocktail before it is poured from the frosted shaker. Even though these sensory details are imagined, they are very real.

 

Video also ads a secondary visual cue to the aesthetic at Next Door. It brings the vintage environment of books into the present, essentially connecting the brand to their founding fathers in C&I Studios. Using video to sell also enables Brew Next Door’s versatility. They can promote rotating and promotional artisan cocktails without needing to redesign and reprint menus. These are also extremely valuable assets to use on social media and other digital promotions. Rather than relying on a flyer and spelling out a drink’s ingredients, which is tacky and unattractive, they can show their audience what they’re offering. And that brings people through the doors.

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IU C&I Studios Portfolio Next Door Rebranding and hospitality photoshoot Two women posing for the camera carrying purses walking down a dim hallway
IU C&I Studios Portfolio Next Door Rebranding and hospitality photoshoot Side profile of woman posing for camera with short black hair wearing black turtleneck and patterned pants leaning against the wall holding a glass drink in one hand and an bottle of alcohol in the other
IU C&I Studios Portfolio View from behind of woman with long blond hair walking carrying a liquor bottle looking off to the side
IU C&I Studios Portfolio Professional Photography Services by C&I Studios Woman with long blond hair posing by a bookcase with books and holding two books in her arm
IU C&I Studios Portfolio Next Door rebranding and hospitality photoshoot Closeup of woman with long blond hair holding a stack of books with a bookshelf of books behind her
IU C&I Studios Portfolio Professional Photography Services by C&I Studios Woman with blond hair posing for camera from behind a book
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Next Door Rebranding

During the day, Brew Next Door curates locally roasted coffees. Though the appreciation for literature remains a notable characteristic during the day, the atmosphere is completely different from its after-hours counterpart. Glass bay doors, often left open when the weather permits, floods the interior with natural light.

 

At night, when the bar comes to life, the setting reverses. Dim lighting perpetuates the mood. Soft music injects a romance. And the patrons who come to drink do so to embrace intimate moments; to relish in great art and deep conversation; to savor complex wines and unique cocktails; to escape the ordinary Fort Lauderdale bar scene. Brew Next Door does not associate with other bars in the area. Instead, it caters to a crowd that goes at their own pace, who drink because they enjoy the flavors and aromas of handcrafted cocktails, and who like to reflect on their day in a setting that invokes deeper thoughts.

 

That is what this photoshoot seeks to capture. Not only did we want to excite the viewer with stunning photos of these two beautiful models, but we also wanted to show them who they can expect to run into on any given night. Rather than focus on cocktails and the bar area, we chose to accentuate the lifestyle aspect offered at Brew Next Door. You see, there is a freedom of expression available at Brew Next Door that is not afforded any place else. They allow their guests to immerse themselves in the setting and the culture in the ways that speak to them most deeply. If they want to pull a book from the shelf or recommend a vinyl record to the bartender, they may do so. If they want to shoot some awesome photographs for their blog or Instagram, then Next Door is their creative playground. If they want to invite their friends to a private event hidden behind the secret bookshelf door, all they have to do is ask.

The Neighborhood Hangout

As we mentioned above, during the day Brew Next Door is a cafe. It is one of the most popular neighborhood hangouts in downtown Fort Lauderdale, having catering to the interests of creatives, business professionals, coffee enthusiasts, and locals for nearly a decade.

 

The vibe is brighter and warmer during the day. It is a space that promotes creativity and neighborly connectivity. For these reasons, the media we use to promote the space (and daytime atmosphere) is different from our after-hours aesthetic.

 

Whereas the branding for Brew Next Door at night is moody and appeals to one’s curiosity, during the day it appeals to one’s senses. You can smell the espresso wafting in the air. You can imagine the soft, buttery texture of our pastries. You can hear the pitter-patter of rain on the glass bay doors. You can sense that it is one of the rare places in Fort Lauderdale where people connect on a deeper level.

IU C&I Studios Portfolio Brew Barista Social Media Shoot Closeup of tattooed woman making a cappuccino
IU C&I Studios Portfolio Closeup of cappuccino machine
IU C&I Studios Portfolio Brew Barista Social Media Shoot Side profile of a woman enjoying a cappuccino in a red cup
IU C&I Studios Portfolio Side profile of coffee pouring in a red cup
IU C&I Studios Portfolio Brew Barista Social Media Shoot Tattooed woman with long hair pouring something out of a paper bag at a bar
IU C&I Studios Portfolio Side profile of a bar with alcohol bottles and books on bookshelves
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IU C&I Studios Portfolio Next Door at C&I Fort Lauderdale Coffeehouse Display from above of six different flavors of muffins
IU C&I Studios Portfolio Next Door at C&I Fort Lauderdale Coffeehouse Side profile display of three ingredients to make iced mocha
IU C&I Studios Portfolio Next Door at C&I Fort Lauderdale Coffeehouse Creamy coffee drink being made in a glass cup sitting on coffee beans
IU C&I Studios Portfolio Next Door at C&I Fort Lauderdale Coffeehouse Cappuccino on display with muffin and pastry nearby
IU C&I Studios Portfolio Next Door at C&I Fort Lauderdale Coffeehouse Picture of a heart shape being formed by human hands with the caption Our Heart is Home
IU C&I Studios Portfolio Next Door at C&I Fort Lauderdale Coffeehouse Closeup of tattooed woman holding coffee beans in her hands
IU C&I Studios Portfolio Next Door at C&I Fort Lauderdale Coffeehouse Cappuccino in red cup on display sitting on a leather couch
IU C&I Studios Portfolio Next Door at C&I Fort Lauderdale Coffeehouse Glass cup of coffee with a muffin next to it on a wooden plate
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