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CONCEPT
Brief Create an illustrated type-based visual identity for The Gin Joint; a new bar that specializes in gin. Background 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 becoming attractive again to a less traditionally younger audience 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. Target Audience 18-25 year olds who are adventurous, fun seeking in search of new flavours and experiences. 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.
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THE BUILDING
The style of the building is based on the original Victorian gin palaces.
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Question mark moves towards the viewer untill it dissapears and droplet starts to decend
As text appears, it simultaneouslty fades away, in the same order that it is written
Text fades into the backgroung while the logo enlarges and rotates
Zooms out to reveal the logo in the context of the swing sign
Continue zoom out to reveal full sign and text appears gradually as if being written
Fades to black
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fig. 1
fig. 2
prINTED MENU
For the menus, the primary stype style is used for the covers, while there is a second and third style for the copy. A less flamboyant type style was required to ensure good legibility. 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. Page Specifications Dimensions : 155mm x 260mm Stock : 100gsm sugar paper Process : Single plate litho (Key plate only) Cover Specifications Dimensions : 160mm x 265mm Stock : 130 black cartidge paper Process : Screenprinted
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INTErIor DESIGN
The interior decor of The Gin Joint is modeled on victorian styles to reflect the gin palace theme, but with a contemporary twist through elements such as typographic designs laser cut into the glass panel room dividers.
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Bottle Labels :
HoUSE GIN
Mothers Ruin is the name of the house gin which comes in a 70cl glass bottle with cork top. The identity for this is the primary identity type as used in the logo, promotional posters and interior artwork. Label Specifications Stock : Self adhesive clear vinyl Process : Digital printing 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.