After the success of Painkiller (PKNY) and how well the branding was received, Richard Boccato, Dutch Kills owner came to Kenny looking for a "re-branding" of Dutch Kills. We use quotes because Richie will be the first to admit there wasn't much of a brand. We took a loot at the hidden space on a (then) desolate stretch of road in Long Island City and drawing inspiration from the iconic 1940's style "BAR" neon outside, came up with an authentically vintage brand.