Superior Ingredients, launched by 74Wythe, is one of the most storied independent nightlife venues in NYC—now evolved and reimagined. The space is dedicated to showcasing the vast and varied offerings of dance music by artists and DJs from around the globe.

We partnered with them to launch a new brand in the summer of 2021 with a visual identity system that extended from the physical space to the website, and stretched across the bright light of daytime rooftop parties to the moody dark nightclub below. Creating flexible and impactful moments across the space allow the venue to flip a space from a corporate event or wedding into a nightclub in a matter of hours.