Project Location:
Charlotte, North Carolina
Services:
Positioning, Brand Architecture, Brand Experience, Naming, Brand Identity, Messaging, Packaging & Collateral Design, Brand Guidelines, Culinary Direction, Menu Development, Uniform Direction, Brand Photography, Interior Design, OS&E Styling, Hospitality Operations Consulting
Awards & Accolades:
Interior Design Magazine:
Best Of Year Awards 2019, Brand Identity Honoree
Hospitality Design Awards:
Visual Identity Nominee 2020
Our Approach:
Armed with our clients’ vision, we had the opportunity to create this brand and hospitality experience from the ground up. After establishing the brand’s mission — to foster better communities inspired and empowered by the brewing, consuming, and culture of beer — we landed on the name Protagonist. We developed a fun, language-based visual identity with a cryptic “secret code” and designed a one-of-a-kind taproom experience (complete with local snacks and beer cocktails) at the Protagonist Clubhouse in Charlotte, North Carolina.
