Russell Reynolds Associates

Restaurant Matchbooks Are Cool Again in D.C. | Eater DC

"A new Dupont Circle bar from Scale Hospitality that treated its matchbook as a deliberate branding touchpoint, bringing on Toronto-based branding agency One Method to design everything from the logo on the matchbook cover to the unique shape of the matches and the clever inscriptions on each match. The team sought to align the tiny fire-starters with the venue's personality: "We match the matchbox to the vibe of the place," says Victoria Simmerling. Salacious inscriptions reflect the concept and tagline, with examples that "vary from, 'To love is to burn, to be on fire' to 'I prefer my martini filthy.'" Simmerling adds, "With every strike, there's a new, fun thing to read," and notes the matchbox's utility as a promotional and memory-triggering object: "It's a great conversation starter. It makes you remember the place after." - Hannah Yasharoff