Superior Ingredients (2021 rebrand)

Superior Ingredients, launched by 74Wythe, is a well-established independent nightlife venue in NYC that has been reimagined for a new era. Dedicated to showcasing a diverse range of dance music, the space hosts artists and DJs from around the world.

For its 2021 rebrand, Superior Ingredients partnered with Fuzzco, a South Carolina-based creative agency, to develop a visual identity that seamlessly extends from the physical venue to its digital presence. The design system accommodates the venue’s dynamic programming, transitioning effortlessly from rooftop gatherings in daylight to the immersive atmosphere of the nightclub below. The identity also supports the venue’s ability to transform from a corporate event or wedding setting into a nightlife experience within hours.

A defining feature of the brand is its exclusive use of Pilat, a typeface by General Type Studio, in two distinct widths. This typographic approach provides both structure and flexibility, reinforcing the venue’s evolving character across different spaces and events.