Develop a distinctive brand identity for "Dive," an unmarked bar nestled in the underbelly of the Port of Call in Mystic, CT. The concept marries the allure of deep-sea exploration with the time-worn charm of a 1940s submarine galley. Our challenge was to create a visual language that seamlessly blends high-end craft cocktails with a nostalgic nautical aesthetic, appealing to both discerning locals and adventure-seeking tourists. The goal is to create an immersive experience that transports patrons to a bygone era of nautical adventure, where the bartender's tales are as carefully crafted as their cocktails.
We dove deep into the world of nautical nostalgia and surfaced with a brand identity that's as salty and unpretentious as an old sea captain's favorite watering hole. The core of the brand is anchored by the logo: a stenciled rendition of "DIVE" that evokes utilitarian submarine markings. This industrial-chic logomark sets the stage for a brand personality that's unapologetically low-brow and quirky. This personality comes to life through a treasure trove of retro illustrations featuring whimsical sea characters. Menus presented on mini-clipboards evoke a ship's manifest, while coasters and napkins double as entertainment with printed bar games. The result is a visual identity that makes customers feel like they've stumbled upon a hidden gem, a place where the beer is cold, the jokes are bad, and the service is top-notch.
