Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

Gin Joint

1/6

CONCEPT
Brief Create an illustrated type-based visual identity for The Gin Joint; a new bar that specializes in gin. Background Over the last year there has been a gin revival in Britatin. It has become a popular drink among young londoners in particular including celebrities, making it once again fashionable. Target Audience Gin has notoriously had a rocky relationship with the British, with fashionable highs and notorious lows; adoration followed by controversy. However, over the past year there has been a gin revival 18-25 year olds who are adventurous, fun seeking in search of new flavours and experiences. becoming attractive again to a less traditionally younger audience including celebrities making it once again fashionable. The identity should cater to the new contemporary crowd whilst still maintaing and reflecting some nostalgic elements of gins history. Solution Create an identity that reflects both past and contemporary styles of lettering. Deliverables include three styles of lettering, menu designs, house gin brand design, bar accessories, exterior signage and contextual illustrations.

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

Gin Joint

2/6

MAIN VISUAL IDENTITY

There are two logos that make up the identity for the Gin Joint; a full type logo and an abreviated version to be used where the designated space cant hold the shape or when the smallest line weight will be lost due to viewing distance, for example with the swing sign. On the exterior of the bar the logo would be displayed on the windows. The inspiration for the lettering came from more traditional serif typefaces, but the sinuous lines are intended to reflect the intoxicating effects associated with the fatal gin of the past.

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

Gin Joint

3/6

PrOPOSED PrOMOTION fOr LAUNCh NIghT

The type used for the logos is used in the promotional elements for the Gin Joint. The advertisements are deliberately ambiguous in their design, so as to attract the more adventurous and curious of clientele. They feature a simple barcode to accompany the mysterious message which can be swiped using a smart phone. This barcode then links the viewer to an animated e-invite which gives the viewer information about the bar. Ad Shell Specifications Bus Banner Specifications ? E-vite animation The e-vite is activated through scanning the barcode using any kind of barcode scanner through a smart phone. E-vite Specifications Resolution : 640 pixels 960 pixels 326ppi Duration : 30 seconds.

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

Gin Joint

4/6

fig. 1

fig. 2

ChALk bOArD MENU

For the menus a less flamboyant type was required to ensure good legibility. It is also neccessary that the type is less complicated so tha t it can be replicated by the bar staff who may have to update the menu from time to time. Specifications Dimensions : 148mm x 105mm Blackboard with Posca pen

SECONDArY & TErTIErY TYPEfACES

The second identity type (fig. 1) is a header typeface, to be used only for titles and not body copy. Usage The primary and secondary typeface should not appear directly The third identity type (fig. 2) is a more subtle body copy typeface to next to one another for example, on the same page of a publication. be used for more detailed information. When the first identity type is being used as a header, and more information is required, the body copy typefaces should be used.

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

Gin Joint

5/6

PrINTED MENU
The printed menu, like the blackboard menu, contains the secondary and tertiary typefaces, as well as the primary identity type style for the cover which is screen printed in white. Content The menu is made up of four sections; a list of the stocked gins, classic cocktails, special cocktails and martinis. Each spread contains a fact about gins dark history to entertain, amuse and educate the reader. Specifications Dimensions : 160mm x 264mm Stock : ?gsm sugar paper (pages) ?gsm black ? (cover) 300dpi / Black (pages) + white screenprinted cover

Polly Williams BA (Hons) Graphic Design ougd303

Brief 2

Gin Joint

6/6

hOUSE gIN
Mothers Ruin is the name of the house gin. The identity for this is the primary identity type as used in the logo, promotional posters and interior artwork. Specifications Available in 70cl glass bottle 42% Alcoholic volume Distribution Available to purchase on the premises with the possibility of branching out to selected retailers in the future.

bAr ACCESSOrIES
Proposed range of bar accessories include matches, straws, tonic water and giner ale miniatures, fruit stickers and optic measures. These would carry the reduced version of the Gin Joint logo.