Saloon Meets Social Club
How do you aesthetically strike a chord? Saloons played a major role in the Old West, providing refreshment to prospectors, trappers and cowboys. This direction takes a more subtle approach to the Saloon and brings it into a new era by blending in the elevated feel of a social club. Brand elements provide plenty of surprising, clever and Instagrammable moments. The establishment is welcoming but can get rowdy when the sun goes down. Effectively capturing the soul of a honky tonk in order to raise the bar on live music, local fare and libations.
The Story
When the sienna sunset sinks beneath the desert horizon, a stir is heard in the brush. A wandering traveler, a nomad, makes his way across the sprawling landscape. He’s soon joined by a small, light-footed creature—a fennec fox—who trails at his heels. As twilight spreads across the sky, the fennec draws nearer, until man and fox are traveling side-by-side, companions in the dusk. Led by the white light of the rising moon, together they search for a nighttime escape, a place where roamers and ramblers can come together, raise a glass, sip a handcrafted drink, share a meal, and move to the rhythmic pulse of the music. A place to feed their souls. An oasis...
The “C” in the fennec logomark embodies the shape of the fennec fox while representing the deserts dunes.
The Fennec refers to the fennec fox, a small breed of fox native to the vast Sahara desert. The fennec is a creature of the evening, enjoying a lively social life after the sun goes down. This fox is clever and cunning, just as The Fennec itself is cleverly conceptualized.The striking physical features of the fennec fox tie to our reason for being, and the large ears used to listen for sounds in the sand have found a new use for listening to the unparalleled sound experienced only at The Fennec. An adaptable creature, the fennec fox is also endangered, which makes it more rare and unique among Saharan wildlife, much like The Fennec is a one-of-its-kind experience in Birmingham.
Customized illustrations and design lockups helped to bring the “saloon” and “honky tonk” vibe to life throughout varied mediums.
In collaboration with
Brand strategy: @abbybennett
Art Direction: @kenslie
Copywriting: @susanreach
PM & Ultimate Hype Woman: @katiekelly
My Role
Creative Direction
Brand Identity
Graphic Art & Design
Print & Merchandise
Social Content Design
Motion Graphics
Website Design