Foxtrot Liquor Bar
Identity + logo
Fall 2016
A collaboration with Crazy Good Design and Brittany Gabey
Foxtrot Liquor Bar is a craft cocktail bar located in the heart of Midtown Atlanta. I was kindly brought on by the team at Crazy Good Design to assist with a logo, and saw a good opportunity to team up with a fellow artist and designer Brittany Gabey. Together we guided the client through a process of discovery using mood boards and rough sketches to establish the personality of the space and build a truly unique logo.
Discovering a personality
Our first step with the owners was to establish what kind of visuals resonated with them, and what archetypes to avoid. Establishing a distinctive look for their logo was our primary challenge, involving the collection and study of old and new pieces of ephemera and branded artifacts. These mood boards helped guide the final look of the logo and accompanying materials.
Interior design
Another factor we included in our visual research was some of the established interior design and material decisions. These colors and textures were incorporated into the behavior of the logo and elements designed around it.
Hand-drawn everything
The process of developing something tailored is best served by hand-drawn exploration. Using the mood boards we developed with the Foxtrot team, we sketched out dozens of rough ideas to see what might stick and be worth refining. The process led to a hybrid of designs to create something retro yet futuristic.
Collaboration and feedback was key to the development of a refined logo that the client could truly embrace.
Final logo
The completed wordmark features even stroke weight throughout similar to modern scripts, but rather than flowing into more cursive forms we chose to stick to rigid, mechanical-feeling angles to lend a machined feeling to the logo.
Putting the logo to work
Business cards and supporting materials used kraft paper and bright red to match the interior decor.
A final dazzling touch was having the logo carved from gold-flaked material and mounted into their street sign.
Bonus round
Stamp promotion
In order to stir-up interest before actual opening, the team worked out a series of stamps for promoting industry nights, creating drink vouchers, and subtly hinting at the full reveal. These were used on the business cards, bar napkins, and any other materials where secret messaging can live.