Filifera is a rooftop bar and restaurant atop Proper Hollywood. The name comes from the singular palm species native to California. The new identity was inspired by painting and printmaking; the bold type offered a rugged contemporary note. The play between push & pull fits the sweeping views of the ruggest Hollywood hills and the glowing Los Angeles skyline.
Art Direction & Logo Design: Drew Frist
Additional Design: Maja Blazejewska