Jockey
Tavern/Restaurant
Introduction
Embarking on the culinary brand identity at the Tyler School of Art and Architecture, I present “Jockey” — a distinctive concept that envisions an upscale horse racing-themed bar and restaurant. Tailored to captivate seasoned horse racing enthusiasts and those seeking a unique, luxurious dining and entertainment experience, the brand gallops into an arena of refined elegance.
Saddle up for Elegance!
Logo/Process
Choosing “Jockey” as my muse, I aimed for a logo that exuded vintage charm and intricate illustration. Delving into the annals of old derbies and jockeys, I discovered the iconic Jim Pike, a revered figure in horse racing circles from 1892 to 1936. His mastery and a historic photo atop Phar became the inspiration for the logo, crafted through numerous iterations. Despite exploring various fonts, I circled back to the original, as it resonated perfectly with the envisioned aesthetic.
Menu
Final Menu (Top Left, Right Side)
Crafting the Jockey menu was a meticulous journey resulting in a source of pride. The leather-bound cover, bearing the embossed Jockey logo, imparts a personal touch, epitomizing quality and craftsmanship. The interior showcases illustrative photos categorizing horsetails, starters/sides, main meals, and desserts. Evoking an antique ambiance, the background and border lines contribute to the overall vintage feel.
Packaging
Whiskey Bottles and Box Packaging Finish
In the realm of packaging, I designed whiskey bottles and sugar cubes with keen attention to detail. The whiskey bottle stickers feature classic start gate numbers, distinguishing each bottle with unique colors and recipes. The accompanying box, adorned with illustrative elements from the menu, adds a touch of sophistication. For sugar cube boxes, I opted for simplicity, aligning with the brand’s aesthetic while subtly alluding to the equestrian connection. Sugar box below.
Environmental
In envisioning Jockey, my aim was to cultivate an ambiance within the restaurant characterized by softly illuminated rooms, adorned with weathered stone and accents of wood, delicately offsetting the cool architectural composition of the building.
Advertising and Collateral
Navigating the challenge of advertising, I went with a billboard, flyers, a drink coaster, and outdoor banners. The tote bag designs became a playful source of inspiration for the banners, featuring a striking black-and-white image of renowned jockey Jim Pike, lending a touch of elegance to the final tote bag. Tote bag and drink coaster below.
Website
The website mirrors the brand’s essence with a clean, streamlined design. Navigating the display of menu items presented an interesting challenge, ultimately resolved with an innovative approach that seamlessly integrates functionality and aesthetics.
Experimental
Beyond the final deliverables, I indulged in experimental concepts. While these ideas did not make the final cut, they helped the brand get to where it needed to get to.
Conclusion
This project became a rich learning experience, teaching me the intricacies of translating designs across platforms and guiding me through the creative process of brand identity. Overall, I am content with the diverse elements I’ve curated, each contributing to the tapestry of Jockey’s refined and distinctive identity. Looking back I will say I would have set myself up a lot better knowing what I know now from this project.
Sources- Unsplash /Adobe Stock /GumRoad
