Jernigan's cigar club.
Pittsburgh, Pennsylvania, USA
Rebranding: brand DNA and creative positioning idea.
Visual identity, brand book.
The task is to renew the brand, preserving its identity and creating the basis for the development of a chain of bars in Pittsburgh and across America.
Audience: doctors, lawyers, workers. Core motives for visiting are communication, socializing, "solving world problems", discussing the political situation, business. Relax, listen to jazz, mini vacation for two hours.
Jernigan's is a brand with history. The bar was founded at the end of the 20th century by JERNIGAN FRANK the founder of Jernigan's Tobacco Village. Over the decades, it has changed owners and survived crises.
Jernigan's designed positioning is about the endless time, history that keeps on evolving, retro that always has value. The Jernigan's brand is like a vintage car from an auction that, after renovation, looks its age, but is updated inside, runs like clockwork and is young at heart. The brand's new style is devoid of randomness: a noble, but not ordinary, palette of colors, more modern, but still with classic fonts. Strength in simplicity.