| Industrial Elegance for Jernigan's Cigar Lounge Pittsburgh, Pennsylvania, USA |
Jernigan's is a classic American cigar lounge. It offers cigars from around the world, including rare and collectible ones, a wide selection of alcohol, and its own unique atmosphere. The staff is friendly yet appropriately reserved, treating every guest with respect.
Visitors: Doctors, lawyers, and blue-collar workers (who earn well in the U.S.). The core reasons for visiting include socializing, discussing “world problems,” talking politics, business, and personal matters. It's a space to unwind, listen to jazz, and enjoy a two-hour "mini vacation."
Many patrons are enthusiasts who come to explore something new—this is their second home, a tight-knit community where everyone knows each other. Others come to meet people on their level. Once a month, the lounge hosts an exclusive event, with tickets priced at $300, ensuring a curated crowd and a distinct atmosphere.
Some visitors come every day or every other day—like a "Starbucks for men," a ritual in their daily lives.
Objective: Refresh the brand while maintaining continuity and building a foundation for expanding the bar network in Pittsburgh and across America.
Visitors: Doctors, lawyers, and blue-collar workers (who earn well in the U.S.). The core reasons for visiting include socializing, discussing “world problems,” talking politics, business, and personal matters. It's a space to unwind, listen to jazz, and enjoy a two-hour "mini vacation."
Many patrons are enthusiasts who come to explore something new—this is their second home, a tight-knit community where everyone knows each other. Others come to meet people on their level. Once a month, the lounge hosts an exclusive event, with tickets priced at $300, ensuring a curated crowd and a distinct atmosphere.
Some visitors come every day or every other day—like a "Starbucks for men," a ritual in their daily lives.
Objective: Refresh the brand while maintaining continuity and building a foundation for expanding the bar network in Pittsburgh and across America.
BEFORE REBRANDING
The primary task is to "clear out" the space, removing visual noise from both the interior and the visual identity. We preserve the "classics" but refine them, making them more elegant, minimalist, and structured.
Design audit
Most of the materials (menus, signs) inside the bar are of low quality, lack a unified style, and fail to convey the brand’s voice.
WEB audit
The website and social media were operating under the branding of another bar, lacking both aesthetics and a cohesive style. The design relied on overused market clichés—black tones, wood textures, and photos of "gentlemen."
The concept of the space and the bar is "one of us." It’s a place for intelligent, ambitious, self-driven, and interesting people—but it’s a space for individuals, not a “family.” Guests aren’t greeted by three waiters with an enthusiastic “Hey, what’s up?” or shadowed by constant attention to their every move.
Here, visitors are given time to settle in almost incognito. Every staff member is focused on their tasks, but the moment a guest needs something, they’ll know someone is ready to respond.
At the heart of it all is the soul of the owner. However, the space shouldn’t feel like someone’s personal “home,” as is often the case in places overly influenced by the owner's tastes and presence. This is a place created for the guests and about the guests.
The focus should highlight the city, its history, and its greatest asset—its people. A bar counter crafted by a local woodworker, short stories or objects related to notable local figures, and perhaps just one Andy Warhol poster (a Pittsburgh native)—not overwhelming, but enough to establish the connection.
Pittsburgh is a rugged city, renowned in America for its steelmaking legacy—a city of factories, bridges, grand architecture, and modern art. This industrial yet vibrant spirit should be reflected in the bar’s identity.
Here, visitors are given time to settle in almost incognito. Every staff member is focused on their tasks, but the moment a guest needs something, they’ll know someone is ready to respond.
At the heart of it all is the soul of the owner. However, the space shouldn’t feel like someone’s personal “home,” as is often the case in places overly influenced by the owner's tastes and presence. This is a place created for the guests and about the guests.
The focus should highlight the city, its history, and its greatest asset—its people. A bar counter crafted by a local woodworker, short stories or objects related to notable local figures, and perhaps just one Andy Warhol poster (a Pittsburgh native)—not overwhelming, but enough to establish the connection.
Pittsburgh is a rugged city, renowned in America for its steelmaking legacy—a city of factories, bridges, grand architecture, and modern art. This industrial yet vibrant spirit should be reflected in the bar’s identity.
Positioning
Jernigan's is a brand with a 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 weathered through crises.
Jernigan's represents time that never stands still, a story that continues to evolve, and retro that remains always valuable. The Jernigan's brand is like a classic car from an auction—its exterior shows its age after renovation, but inside, it’s been fully updated, runs like clockwork, and remains youthful at heart.
Jernigan's is a brand with a 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 weathered through crises.
Jernigan's represents time that never stands still, a story that continues to evolve, and retro that remains always valuable. The Jernigan's brand is like a classic car from an auction—its exterior shows its age after renovation, but inside, it’s been fully updated, runs like clockwork, and remains youthful at heart.
Brand personality
if the brand were a person
Character: Optimistic, easygoing, open, flexible, sociable, cheerful, caring, good-natured, and reliable. If they promise something, they’ll deliver—but they won’t take on more than they can handle. They help because they want to, not because they have to.
Values: Self-development, humor, friendship, communication, and freedom.
Values: Self-development, humor, friendship, communication, and freedom.
He is middle-aged, refined yet relaxed, with a good understanding of contemporary culture and no rejection of trends. He values flexibility, freedom, and the opportunity to pursue what he loves. He is constantly evolving and learning something new. He wants to know everything, and people from various professions are one of his key sources of knowledge. Always in search of himself and new solutions, his favorite quote is: "Everything a person must learn, they will learn through practice."
He strives to offer his guests only the best, rarest, and most luxurious. He doesn't think much about clothing or brands, preferring something custom-made—it’s simpler that way. He appreciates high-end classics that have soul. If it’s a watch, it’s a prestigious brand that has surpassed Swiss brands in precision, but known only to a select circle of people who have reached a level where they no longer need to prove anything to anyone.
He strives to offer his guests only the best, rarest, and most luxurious. He doesn't think much about clothing or brands, preferring something custom-made—it’s simpler that way. He appreciates high-end classics that have soul. If it’s a watch, it’s a prestigious brand that has surpassed Swiss brands in precision, but known only to a select circle of people who have reached a level where they no longer need to prove anything to anyone.
Tone of voice
The brand speaks calmly and confidently, but when a topic that interests it deeply comes up, it becomes more excited. We address everyone with respect, using "you" regardless of who or when. Mutual respect and politeness are key: no matter how much money a guest brings, they can't speak down to us or dictate terms. The brand has a subtle sense of humor, keen on observing and gently mocking situations without offending anyone. We add a touch of irony to communication with quotes and phrases that bring the designs to life and provoke conversation.
Visual identity
The new brand style is free of chaos: a noble yet fresh color palette, more modern, yet still classic fonts. The power lies in simplicity. The website, reflecting the energy of the place, is quite dynamic, but it's important to make the navigation clear. Numbering greatly simplifies the logic of perception, so we use it for website sections and newsletter pages.
Key
brand words:
respectable,
open-minded, rock-n-roll,
vibrant & intelligent
LOGO
In the visual identity, the logo doesn't play a key role. In addition to the logo, the visual style includes brand fonts, layout, photo style, and additional elements—there’s no need to overload the logo with all functions at once. The logo serves a utilitarian function: brand recognition, much like a person’s name. However, it’s important for the logo to fit harmoniously within the overall system. The simplified and bolder lettering of the new logo looks more balanced compositionally within the new system.
- Original version
- Slightly tweaked version: slightly narrower title, more readable caption, ‘cap’ higher
- A new version as part of the new identity. It is less ‘saturated’ in itself, but it looks much better in the overall system. It is also readable.
Style elements
To avoid becoming too stiff, we balance the aristocratic feel with a touch of humor by introducing the image of a retro character. The image of a black-and-white gentleman can appear in unexpected places within the visual or be paired with an ironic phrase.
Additionally, we selectively use playful patterns to add character and irony. For example, to enliven the façade, we add a focal point with colorful awnings featuring the pattern.
Additionally, we selectively use playful patterns to add character and irony. For example, to enliven the façade, we add a focal point with colorful awnings featuring the pattern.
Facade design principles
If possible, we completely repaint the facade in the signature Ocean Blue color. The brand colors should be used at least in the signage. The logo can be applied to the facade with paint. If it’s not possible to make a sign, we place the logo on a panel bracket.
Avoid plastic light boxes or large illuminated letters. If it’s necessary to illuminate the signage at night, architectural lighting is the best option.
Avoid plastic light boxes or large illuminated letters. If it’s necessary to illuminate the signage at night, architectural lighting is the best option.
Window branding
We brand the windows with stickers featuring quotes, using the signature fonts. Key items from the menu can be listed on the windows to explain the essence of the establishment to passersby.
It’s also possible to hang a poster about an upcoming major event, but care must be taken with facade advertising to avoid overwhelming the space. Neon accents can be added if they complement the interior.
It’s also possible to hang a poster about an upcoming major event, but care must be taken with facade advertising to avoid overwhelming the space. Neon accents can be added if they complement the interior.
Photostyle:
People, pub, details
Key principles: no stiff poses or artificially created compositions. Each photograph should be a fragment of a story, its own atmosphere, a "frame from a film."
1-2 objects in the frame, with no unnecessary details, and one focal point in the composition.
The primary tone of the photos is dark, with bright light highlights.
Black-and-white photos can be used in combination.
Instagram / Twitter / Fb
first-person perspective
first-person perspective
Social media style reflects the brand’s identity: understated, lively, informal, human, open, sociable, versatile, and intellectual.
The foundation of the Instagram feed is photographs, sticking to the established photo style and color palette.
The social media content comes directly from the owner: their thoughts, ideas, and vision for the company. It becomes the "soul" of the business, a channel for communication with guests, and an opportunity to get to know the people behind the scenes. The feed should convey the atmosphere, showcasing both the interior and guests.
It should be easy to navigate—clear indicators of the brand of the month and upcoming events. We liven things up with reviews and humor. Avoid overwhelming visuals with too much text or detail; the layouts should be minimalist.
Thanks to unobtrusive typography and flexible layouts, the feed appears diverse. The designs are adaptable for Facebook, stories, and printed flyers.
The foundation of the Instagram feed is photographs, sticking to the established photo style and color palette.
The social media content comes directly from the owner: their thoughts, ideas, and vision for the company. It becomes the "soul" of the business, a channel for communication with guests, and an opportunity to get to know the people behind the scenes. The feed should convey the atmosphere, showcasing both the interior and guests.
It should be easy to navigate—clear indicators of the brand of the month and upcoming events. We liven things up with reviews and humor. Avoid overwhelming visuals with too much text or detail; the layouts should be minimalist.
Thanks to unobtrusive typography and flexible layouts, the feed appears diverse. The designs are adaptable for Facebook, stories, and printed flyers.
Design:
menu
The minimalist menu is printed on high-quality paper. At the bottom, there’s navigation with sections that allow for additional sheets with special offers. The navigation is designed as a typographic composition, tying into other brand materials. The menu can be attached either to a folder or a wooden clipboard. The leather cover features embossed branding.
Design:
Signage, promo stuff,
e-mail newsletter
Signage, promo stuff,
e-mail newsletter
The two key stylistic directions—minimalism and "newspaper"—are reflected in the menu design. Print techniques like aged paper create unique, non-trivial layouts.
Merchandising:
The merchandising products are designed in several directions:
- Souvenirs directly related to cigars (ashtrays, cutters, cigar lighters, cigar cases)
- Business gifts
- Practical items for the home or car (collectible glass sets, coasters, car air fresheners)
- Clothing and accessories
- Gentleman’s accessories (beard grooming kits, playing card decks, poker chips)
General principles of merchandise design
Brand materials and textures
Preference should be given to natural materials used in the interior, such as leather and wood. If the product is metal, the brand color metal (#dba577) should be used, as it will complement packaging in the brand’s dark blue color (#1d333d). Thick, high-quality paper with a rough texture is recommended.
Preference should be given to natural materials used in the interior, such as leather and wood. If the product is metal, the brand color metal (#dba577) should be used, as it will complement packaging in the brand’s dark blue color (#1d333d). Thick, high-quality paper with a rough texture is recommended.
Brand colors
If the souvenir's base incorporates external colors, it won’t fit with our brand.
Minimalism
We prefer minimalist shapes and textures. If a product has a complex shape or external patterns, it shouldn’t be used as merchandising.
Font
We actively use quotes and jokes in the brand’s fonts.
Styling
We can incorporate humorous patterns or the image of a gentleman.
If the souvenir's base incorporates external colors, it won’t fit with our brand.
Minimalism
We prefer minimalist shapes and textures. If a product has a complex shape or external patterns, it shouldn’t be used as merchandising.
Font
We actively use quotes and jokes in the brand’s fonts.
Styling
We can incorporate humorous patterns or the image of a gentleman.
Redesign:
Interior
The interior, as part of the brand's visual system, is also cleared of visual noise. It embodies industrial classicism but in a more refined, minimalist, and structured way. Two main directions are applied to the interior, which easily complement each other and help to zone the space.
«Advocate's parlor»
The wall finishes feature familiar office-style techniques: solid wood, square panels, quilted leather, and substantial but simple furniture forms. Details include classic green "library" lamps, posters, and a variety of other elements that I will describe below.
The goal is to create zoning—not resembling a small, high-traffic café, but more of a space divided into several cozy thematic zones. These zones can accommodate large groups or offer seclusion for a small circle, a couple, or even solo guests. Each zone will differ in the shades of the main colors and moods: one more serious, another with a rock vibe, and a third evoking an industrial loft.
The goal is to create zoning—not resembling a small, high-traffic café, but more of a space divided into several cozy thematic zones. These zones can accommodate large groups or offer seclusion for a small circle, a couple, or even solo guests. Each zone will differ in the shades of the main colors and moods: one more serious, another with a rock vibe, and a third evoking an industrial loft.
It's crucial that our "lawyer's office" won't feel stiff or boring. The walls will display the same Cigar Snob magazine covers, posters with ironic quotes, jokes about alcohol, politics (within reasonable bounds), and historical city posters and maps.
Industrial herritage
While wood, leather sofas, and velvet evoke a sense of "office-style," the copper sheets used in wall finishes, fragments of metal structures, concrete walls, or floors made from reclaimed boards from a shipyard resonate deeply with the city’s history. These elements carry a powerful energy, resonating with the city's inhabitants; they are familiar to them, beyond simply being visually appealing.
ВIt’s important not to create distinctly aristocratic zones. Status, inner dignity, and value are not conveyed through crystal chandeliers or bright velvet sofas but through respect for the city's history, careful preservation of items that refer to vibrant periods in its past, and a delicate rethinking of its aesthetics in interior design.
Details
In some places, it’s possible to create a true ruin aesthetic—very carefully and subtly. For example, along the path to the restrooms or on less prominent interior features, you could place a partially destroyed wall, cover surfaces with tiles from an old factory, or use old, water-smoothed planks or slabs. It’s important that this doesn’t look sloppy, makeshift, or childish, but rather adds a sense of grandeur and history to the interior.
Other samples of interiors (which literally epitomise the process of smoking a cigar and dispose to fundamenal discussions):
More examples
of industrial elegance
of industrial elegance
- We can even allow for a more daring design. You can see that it is still ‘within the protocol’, it does not cross the boundary of restrained classics, but there are a lot of playful moments here, ‘non-seriousness’ in perfect proportion.
- Always cosy soft shapes and semi-darkness.
- Imposing style in the interior is not so difficult to create. It is enough to add just one spectacular element (like this mirror) to a restrained environment. Its highlight is its witty and simple and very aesthetic solution.
The importance of details
The techniques that perfectly finish the interior image. They are the effect of the soul put into a space, when a door stopper is also an element of art.
The techniques that perfectly finish the interior image. They are the effect of the soul put into a space, when a door stopper is also an element of art.
- Metal strip for joints between different floor coverings
- Vintage radiotors
- Antiqued mirrors
- ‘Industrial’ windows
- ... or a false window in the case of a small room without windows
- Griffel dark paint for pithy chalk quotes or autographs of famous visitors (not hipsto-style)
- Here it is important that there are no other details on the wall at all, and the motorbike itself is the same colour as the wall. It is in this way that this technique looks unobtrusive, not artificial, not fake
- A slab like this. This is how it looks stylish, non-trivial, new, and there is no feeling that we are jumping into the last carriage of slab fashion
- An option that doesn't fit the style
- A variant of a cool bar counter in loft style. Important: without steampunk (which is often added to the loft, thus ‘cheapening’ the style or making it more niche, subcultural).
- 2-3 examples of antique furniture
- This art object must be left. It needs to be cleaned, the whole surface needs to be shined with special wood products, the glass on top needs to be removed, and the handles need to be set straight.
- That's the style for the washroom
- ...
- Large art in this style and no other decor at that. The paintings or photos are the work of locally talented (photo)artists. It could be a portrait of Ray Brown.
- Humour in communicating with visitors
- Ironic tricks
- Built in wall mounted shelving unit with library.
- Painted walls like this
- Stylish Quotes on the Wall
- Spinning films on a vintage projector. In the background, not as a cinema, but rather as a decoration in one of the areas
Jernigan's
and customer groups
It makes sense to develop the lounge in the direction of being more open to tourists, especially since the city is heading in that direction. One of the steps could be to create a signature series of postcards featuring cities in the US. A collection of such small details often attracts tourists and makes the place a must-visit spot in the city's tour.
Along with this, add city guidebooks and start collaborating with tour guides and travel bloggers. Of course, it’s important not to focus on a broad audience or casual passersby. Instead, target and attract people who are genuinely interested in immersing themselves in the city's atmosphere, those who show deep interest and affection for it.
Along with this, add city guidebooks and start collaborating with tour guides and travel bloggers. Of course, it’s important not to focus on a broad audience or casual passersby. Instead, target and attract people who are genuinely interested in immersing themselves in the city's atmosphere, those who show deep interest and affection for it.
Jernigan's wave:
Music, podcasts, articles ...
Jernigan's wave is a section of the site with music, podcasts, articles and other content that reflects the pub atmosphere. The section can be accessed directly from the home page and enjoy a kind of radio, where the music stream is specially selected in the spirit of the pub.
This is background music, ideal for an evening meal with your family, a business meeting, a relaxing home holiday or a chat with friends.
This is background music, ideal for an evening meal with your family, a business meeting, a relaxing home holiday or a chat with friends.
