Noetica Group

Mike Ryan is a nationally-recognized bar educator, trainer and operator who engaged us to build the brand for his new Chicago-based bar and beverage consultancy, Noetica Group. Offering a variety of services including beverage program development and implementation, leadership coaching, staff training, bar design and more, Ryan looked to Otherwise to distill his grand vision into a clear, distinctive brand. (read more)

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What we did

  • Brand Messaging
  • Visual Identity
  • Naming

We started with the belief that food and drink have the potential to create remarkable experiences that bring people together and spark vital moments of human connection. From here, we went on to craft a sophisticated, alluring brand for Noetica Group — including strategic messaging, a name, visual identity, website and supporting collateral.

During the naming process, we discovered noetics, which is a metaphysical branch of philosophy concerned with the study of mind and intellect — and so the name Noetica Group was coined, referencing their combined roles as storytellers, artists and scientists. Combining left brain and right brain, creativity and pragmatism, invention and experience, Noetica Group celebrates how marrying mind and spirit yields our most exciting, unexpected human moments.

The Noetica logo holds within it all the subtleties of an atmospheric bar setting. The left stem of the “N” literally becomes a stem, like that of a wine glass. This delicately weighted stem balances against the playfully curved droplet on the right, a conversation bubble of sorts. These references to imbibing in good spirits and good company are paired with the name, Noetica, set boldly in a timelessly modern typeface.

What we did

  • Brand Messaging
  • Visual Identity
  • Naming