A 1920s inspired speakeasy experience
Service
Package Design
Brand Identity
Experience Design
UI/UX
Client
The Mayhew Lodge
Year
2021
Overview
This project started out when I got an extensive persona and worked to create an experience that fit her needs. The main points I took from the persona were that she was interested in the 1920s, cocktails, and based out of Sedona, Arizona. I begun my research and decided to create a secret speakeasy hidden in an Arizona lodge. To create this experience, I designed ID cards for patrons, a menu, napkins, employee badges, alcohol packaging, and and invitation. I then received word from the client, that they also wanted to see screen based designs to pull the experience together so I also created an app and website as well.
*See process book here for a deeper look into this project
Final Designs (Part 1)
Drink Menu
Employee Name Badge
Invitation with Hidden Message
Identification Card
Cocktail Napkins
Disguised Alcohol Packaging
Final Designs - Part 2
Website
App
Brand Decisions
This is an identification card for the patrons of the speakeasy. Based on my research most 1920s speakeasies utilized identification cards for easier access and safety purposes.
Pattern
When expanding this brand, I took a lot of inspiration from what I had learned from my persona. One of the aspects was that she was interested in the environment. So when it came to creating the pattern, I wanted to incorporate imagery of the sun and the moon.
Color Choices
I also took a lot of inspiration from 1920s Art Deco styles. However, because this was set in Sedona, I wanted to create differences between what we typically see of Art Deco which is black and gold. So I decided to incorporate colors that are more indicative of Sedona’s scenery which is why I used more yellows, pinks, and darker blues.
Typography
I wanted to utilize a font that was very reminiscent of 1920s for headers and titles. However, to ensure more readability I knew I would have to incorporate a secondary font as well. I decided that Futura paired well with the more decorative font.
.
PROCESS WORK
Digital sketches for logo and pattern exploration
Further pattern and logo explorations