SACRAMENTO, CALIFORNIADoobie Bar
Yacht Rock Bar — Pandemic Pivot
Although the Doobie Bar was only 2-seasons long, it was a joyful way of innovating the cocktail program and service at the Snug to not just open up a sidewalk patio, but create an entire concept and vibe behind the stagnating process of the pandemic. The team at Snug made a ton of lemons into beach cocktails and threw on your dad’s favorite yacht rock as we welcomed everyone back to a form of normalcy and escape that offered more that we even knew we needed ourselves.
PROJECT• Exterior Design
• Brand Identity
Logo, Brand Marks, Font + Color Palette,
Marketing Direction, Brand Voice
• Signage/Banner Design
• Merchandise
Tshirts, Towels, Banana Rum Labels
• Marketing Collateral
PHOTOGRAPHYPARTNERSIrish Hospitality
Brand Identity
Early in the pandemic, the survival of the hospitality industry looked grim, but luckily Trevor Easter paid attention to the staff and customer needs and came up with this refreshing concept of a no-contact yacht rock outdoor bar. The graphics needed to be joyful, colorful and fun ~ just enough of a distraction and escape from the reality of the times. The logotype consists of a 1970s retro font that was modified to feel like a team badge, brought to life with drop shadows and stars. The Pepto Pink was a main component of the branding concept ~ distancing itself from the cozy blues and browns inside of the Snug and offering a fun summertime vibe.
Signage
Educating the guest on the new rules for Pandemic Safety meant we had to create ample signage to guide the guests through the Doobie Bar Experience. Water & Sun resistant hanging banners were placed along entrance and exit walkways, rule placards were posted along perimeters, and each social distanced seating arrangement had instructions on how to use the QR code to access their online menu + ordering system.
Event Programming & To-Go Sales
Social Media Imagery was key to announce event details, food specials and even to announce the opening of closing of the weather-faring outdoor bar. In addition to the food & beverage pivots, the team was able to sell their house-made sous-vide and centrifuged Banana Rum. We designed custom labels for the 375ml bottles.
T-Shirts
Need we say more? May the Doobie Bar live on in our hearts (and on our backs) forever. Also, look how cute Russell is in his captain hat and tropical shirt below.
