The Challenge: Create a lively and inviting brand for the Lucky Dog Saloon, a soon-to-open corner bar in Uptown Dallas. The client shared some inspiration images (shown below) and envisioned their Australian Shepherd in a tuxedo holding a martini glass. The bar would be in a historic building with vintage-style signage, similar to their nearby Katy Trail Ice House.

The Solution: I developed the brand around the fun-loving Entertainer brand archetype, crafting a lively and inviting identity. To capture the bar’s uplifting vibe and playful nod to “spirits,” I came up with the tagline “Raising Spirits. Uniting Friends.” Additional graphic elements were created to make the brand more versatile when applied to collateral and merchandise. Highlights included a neon sign, bronze floor plaque, painted murals, a website, cocktail swizzle sticks and menu designs. 

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