Bernards

Website | Instagram | Facebook

Services Provided: Content Creation & Creative Consulting

Client Overview

Bernard’s is a speakeasy cocktail lounge conveniently hidden on the second floor of the famous Waldorf Astoria Chicago that’s built upon precise cocktails that pay tribute to the past through moments grounded in the present. Bernard’s takes root in the heart of Chicago’s Gold Coast, offering unforgettable experiences guided by knowledgeable staff, refined cocktails that each have a story, and exceptional plates of nosh in a setting of exquisite luxury.

Objective

After rebranding, Bernard’s Cocktail Lounge aimed to elevate its social media presence to reflect its intimate, speakeasy-style experience. While the bar was well-known among hotel guests at the Waldorf Astoria Chicago, it struggled to attract local Chicagoans due to its discreet location on the 2nd floor of the hotel. The goal was to create compelling content that captured the essence of Bernard’s and informed potential guests that this hidden gem was open to the public.

Strategy

Crafted a strong visual identity that aligned with Bernard’s elevated, moody, and intimate atmosphere, ensuring that content reflected the bar’s speakeasy appeal.

  • Showcased signature cocktails with stunning photography and high-end videography, focusing on the craftsmanship and storytelling behind each drink.

  • Developed content to highlight the full guest experience, including:

  • The ambiance: warm candlelit interiors, plush seating, and an intimate setting.

  • The exclusivity: positioning Bernard’s as a refined, hidden retreat.

  • The menu: featuring seasonal cocktails and high-end spirits.

  • Created engaging short-form video content to bring the experience to life—mixology showcases, behind-the-scenes bartender highlights, and slow-motion pours that captivated audiences.

  • Positioned Bernard’s as both a destination bar and a pre-dinner/post-dinner cocktail lounge, emphasizing its location inside the Waldorf Astoria while ensuring Chicago locals knew it was open to them.

Results

Increased brand awareness with cohesive content that helped redefine Bernard’s online identity post-rebrand.

  • Strengthened audience engagement, with more guests interacting with content and sharing their Bernard’s experiences on social media.

  • Improved visibility among local Chicagoans, making Bernard’s a known destination beyond hotel guests.

  • Helped shift the perception of Bernard’s from a "hotel bar" to a hidden speakeasy-style lounge, driving more interest from cocktail enthusiasts.

Key Take Aways

• A strong visual identity creates a lasting impression. High-end, photography and videography helped solidify Bernard’s as a must-visit speakeasy-style lounge.

• Cocktail storytelling drives engagement. Showcasing the craftsmanship, ingredients, and inspiration behind each cocktail resonated with the audience and reinforced Bernard’s as a destination for elevated drinks.

• Short-form content is essential for visibility. Reels and video content provided a dynamic, engaging way to showcase Bernard’s experience, leading to stronger engagement and brand recall.