Jockey
Trackside Tavern
Introduction
Embarking on the culinary brand identity project at the Tyler School of Art and Architecture, Jockey represents my vision for a sophisticated horse racing-themed bar and restaurant. This unique establishment caters to both seasoned horse racing enthusiasts and those seeking a distinctive and luxurious dining and entertainment experience.
Saddle up for Elegance!
Process
Choosing Jockey as the brand, I aspired to craft a logo with a vintage and illustrative feel. After researching old derbies and jockeys, I stumbled upon the legendary figure, Jim Pike, born in 1892. Known as “The Master” of horse racing, Pike’s image atop Phar became the inspiration for Jockey’s logo. Despite exploring various logo variations and fonts, I ultimately returned to my original design, aligning perfectly with the desired aesthetic for the brand.
Menu
Curating Jockey’s menu involved meticulous planning. The cover, encased in leather with the Jockey logo pressed into it, offers a personal touch. Inspired by craftsmanship, I initially considered including leather stitching. The interior features illustrative photos categorizing items under horsetails, starters/sides, main meals, and desserts. The overall menu design exudes a vintage charm, achieved through the background and border lines.
Packaging
For the packaging, whiskey bottles and sugar cubes were crafted. Whiskey bottle stickers showcase classic start gate numbers from racing tracks, distinguishing each bottle with unique colors and recipes. The box, adorned with illustrative objects from the menu, complements the brand’s aesthetic.
Sugar cube boxes, in both color and simplicity, offer a nod to the equestrian theme — a subtle connection between horses and people.
Environment
For Jockey, my vision was to create an interior ambiance that exudes a captivating blend of darkness and warm illumination. Envisioning a timeless charm, I aimed for the building to evoke a sense of aged stone, complemented by tasteful wood accents.
Advertising/Collateral/Pattern
Turning to advertising, I created a billboard, flyer, and banners for the bar/restaurant. The banners drew inspiration from tote bag designs, featuring a simple black-and-white image of jockey rider Jim Pike. This design simplicity carried over to the final tote bag. I also made a coaster that simply has the logo pressed into it.
Website
The website aimed for a clean and inviting ambiance. The challenge lay in effectively displaying menu items on the digital platform. I also wanted to include a shop where all my packaging and items could be displayed.
Poster
Experimental
I explored intriguing ideas that didn’t make the final cut for the brand identity project. These elements helped the brand develop to where it currently is.
Conclusion
This project offered valuable insights into design pivots across different platforms and the creative process behind a brand identity. I am pleased with the various elements I’ve created, reflecting the essence of sophistication and uniqueness embodied by Jockey.
Resources: GumRoad/Unsplash/Adobe Stock
