CHIEF’S

OBJECTIVE

CHIEF’S

A Modern Cocktail Parlor.

Chief’s is an upscale, modern cocktail parlor that’s reintroducing the art of cocktail hour with elevated concoctions, first-class service and a uniquely homey atmosphere. But more than that, it’s an ode to Bob Peters’ father (who went by “Chief” to his grandkids).

We worked with Bob and the Built On Hospitality team to design a brand that reflected the heart and soul of its namesake, while delivering an elevated cocktail experience in NoDa.

SERVICES

Brand Strategy, Visual Identity, Brand Voice & Messaging

BRAND MESSAGING

For this elevated and deeply personal brand, we wanted to create messaging that felt warm, welcoming, and just a touch nostalgic. Our goal was to embody the voice of Chief himself, while still feeling modern and fresh.

BRAND STORY
Chief’s is a modern cocktail parlor steeped in tradition & true southern hospitality.

Led by esteemed mixologist Bob Peters, Chief’s is a tribute to his late father (known in the family as Chief) where guests can enjoy elevated cocktails & first-class service in a relaxed, nostalgic atmosphere.

An architect by trade, Chief’s appreciation for thoughtful craftsmanship can be felt in every corner of our restored, historic mill house—from the homestyle furnishings to the artfully crafted libations. The intimate space offers a unique blend of past & present that invites folks to slow down & savor the finer things.

We offer sit-down cocktail service inside the parlor (reservations are encouraged, but not required), where guests can sip seasonally-inspired cocktails, engage in the art of conversation & get wrapped up in the warmth of relaxed sophistication. Or head outside to Marmee’s Garden for a more casual atmosphere (weather permitting).

No matter who you are or where you come from, we’re happy you’re here. Now sit back and let us fix you a drink.