HEYE BAR / 禾野酒吧
May, 2023
HEYE BAR was founded in Jiaxing, China in May 2023. It is the first new concept bar in Jiaxing that combines freshly made cocktails with "street" and "pop-up" culture.
The split interpretation of HEYE means that, "He" represents Jiaxing's golden harvest, and "Wild" represents the new generation of young people's pursuit and yearning for wildness, as well as their casual living habits. The continuous reading of HEYE also has a homophonic meaning of "drink, yeah", which echoes the culture of drinking. In the new generation with huge life pressure, HEYE not only wants more people to understand and accept the bartending culture, but also leads the confused people to pursue a more "wild" lifestyle and fill the emptiness in life.
In the process of traveling around the country, the brand manager was attracted by the "non" mainstream street food culture and the culture of unfamiliar communities. Whether it was the morning wine stall opened by a sixty-year-old man or the craft beer bar at midnight, they all exuded a sense of it is a charming atmosphere of life, but among the many brand stores, there is no brand that truly takes the bartending culture as its core value to promote the pursuit of drinking culture and the yearning for a "wild" life. Thus, HEYE BAR was born.
The split interpretation of HEYE means that, "He" represents Jiaxing's golden harvest, and "Wild" represents the new generation of young people's pursuit and yearning for wildness, as well as their casual living habits. The continuous reading of HEYE also has a homophonic meaning of "drink, yeah", which echoes the culture of drinking. In the new generation with huge life pressure, HEYE not only wants more people to understand and accept the bartending culture, but also leads the confused people to pursue a more "wild" lifestyle and fill the emptiness in life.
In the process of traveling around the country, the brand manager was attracted by the "non" mainstream street food culture and the culture of unfamiliar communities. Whether it was the morning wine stall opened by a sixty-year-old man or the craft beer bar at midnight, they all exuded a sense of it is a charming atmosphere of life, but among the many brand stores, there is no brand that truly takes the bartending culture as its core value to promote the pursuit of drinking culture and the yearning for a "wild" life. Thus, HEYE BAR was born.
