Punky’s Dive Bar.
Branding & Visual Identity, Packaging & Print Design
Set in Columbus, Ohio, Punky’s is a fresh take on the classic American dive bar. Heavily influenced by American traditional tattooing and classic rock n’ roll music, this dive bar has the heart and comfort of a traditional hole-in-the-wall watering hole but with a modern, updated twist. Punky’s is looking to open its first storefront in the heart of Downtown Columbus. It is eager to appeal to both the young and not-so-young punks of the city. Punky's is seeking a brand identity that’s bold, offbeat, and no-nonsense.
I wanted Punky's to feel like someplace special–not your average dive bar. I designed a mascot that takes visual cues from American Traditional tattooing with the devil baby motif while blending in classic rock's free-spirited, rebellious nature by including a subtle middle-finger-to-the-man and very bold, grounding typography. To appeal to the target audience's hearts, I included branded items such as guitar picks and beer growlers to call back to the classic experience of watching live rock concerts.
I crafted a hand-drawn mascot for Punky's that pays homage to the imperfect, man-made origins of tattooing. Developing a mascot and logotype that embodied unconventional, straightforward values was essential. The logotype demonstrates these values with broad, solid strokes in the letterforms, accented by a subtle curvature in the 'K'. In contrast, the devilish baby mascot boldly reflects the brand's personality through tattoo-inspired imagery, a cheeky middle finger, and a vibrant red color scheme.
I aimed to incorporate unique elements into the brand identity of Punky's that would resonate with the rock n' roll sensibilities of our target audience. Drawing inspiration from the rock concert experience, I focused on two key components: beer and souvenirs. Specifically, I wanted to capture the iconic experience of catching your favorite musician's guitar pick or drum stick at the end of a show. To bring this experience to Punky's patrons, I designed branded guitar picks to be offered as a post-dinner treat. Additionally, I proposed the idea of a refillable beer growler as an unconventional souvenir, encouraging guests to return to try new local beers and enjoy more live music with each visit.