DUGOUT Bar & Grill Rebranding Project
The goal of the project was to rebrand Dugout Bar and Grill, which included a new logo, typeface, color scheme, and other assets. The process started with extensive research on the brand and its target audience. Based on the insights gathered, I developed a user profile. This profile was used to make design choices throughout the entire process.
I developed two stylescape mood boards to determine which style reflected the brand’s values most effectively. During this stage, I gathered a variety of images, typefaces, and colors.
Stylescape 1
Stylescape 2
Furthering both of my style options, I created two different sets of logos. Beginning with sketches, I explored a variety of ideas. My goal was to design a logo that accurately represented the brand’s values and personality.
After selecting the logo that best represented the brand’s identity, I finalized a typeface and color scheme. These were chosen based on their ability to showcase a vintage, masculine, dive bar feel.
The print, environmental, and digital assets were designed to exhibit the brand’s service and identity. This involved using the brand’s color palette, typefaces, and icons to create a cohesive collection of marketing items.
Mockups
Lastly, I combined all of my work to create a brand guidelines booklet for Dugout.
