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)
Final Designs - Part 2
Brand Decisions
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.
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