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THE BECKETT & WILDE

Brand Identity for an adventurous Irish pub in the Chamonix valley, Mont Blanc

 
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A mockup of a vintage sign on the type of facade that is common in the old parts of Chamonix centre.

A mockup of a vintage sign on the type of facade that is common in the old parts of Chamonix centre.

Though established in 2018, the story of the brand - the founders, their families, the valley of Chamonix and its people - winds back through the decades and over centuries.

Though established in 2018, the story of the brand - the founders, their families, the valley of Chamonix and its people - winds back through the decades and over centuries.

A dynamic logo mark allows us to speak in the best possible way across an ever-expanding array of communication channels. Even on a single product, we can play with the tone and style to show distinct aspects of the brand personality.

A dynamic logo mark allows us to speak in the best possible way across an ever-expanding array of communication channels. Even on a single product, we can play with the tone and style to show distinct aspects of the brand personality.

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The identity blends old world heritage with punky personality, homeliness with wanderlust, and the minimalism of Samuel Beckett with the flair of Oscar Wilde

 
I look forward to the day the biz gets to launch two of their own beer products: The Beckett, a crisp, simple but beautiful lager, and The Wilde, a fruity, adventurous, flamboyant pale ale... at least’s that I envision!

I look forward to the day the biz gets to launch two of their own beer products: The Beckett, a crisp, simple but beautiful lager, and The Wilde, a fruity, adventurous, flamboyant pale ale... at least’s that I envision!

The typemark is built to look like it has been around for longer than you, while retaining a class and style that means it never looks out of date.

The typemark is built to look like it has been around for longer than you, while retaining a class and style that means it never looks out of date.

 

Chamonix is home to snowboarding tourists, wandering adventurers and a thrill-seeking local populace with a thirst for authenticity and craft

 
I took inspiration from vintage styles of advertising when envisioning possible directions for the brand; I love the idea of using found vintage objects and pieces from the locality and giving them renewed value and context.

I took inspiration from vintage styles of advertising when envisioning possible directions for the brand; I love the idea of using found vintage objects and pieces from the locality and giving them renewed value and context.

Chamonix is full of beautiful Wes Anderson-esque old world facades with charming pastels and crumbling plaster: a choice context for some ambient messaging.

Chamonix is full of beautiful Wes Anderson-esque old world facades with charming pastels and crumbling plaster: a choice context for some ambient messaging.

The authenticity of the brand story and identity enables versatility and value in product development beyond bar service. The dynamic logo enables a distinct, subtle approach for fashion. We can pull back - by focusing on the ampersand design alone - and have greater impact.

The authenticity of the brand story and identity enables versatility and value in product development beyond bar service. The dynamic logo enables a distinct, subtle approach for fashion. We can pull back - by focusing on the ampersand design alone - and have greater impact.

I want these. I really, really want these. Our core audience are outliers, punks, misfits and adventurous souls, predominantly born in the 80s & 90s, so there's a lot of throwback culture to play with.

I want these. I really, really want these. Our core audience are outliers, punks, misfits and adventurous souls, predominantly born in the 80s & 90s, so there's a lot of throwback culture to play with.

With more normative products, like hoodies, we can still pull back and be subtle. The strong brand colours speak volumes. Different logo styles speak to different types of customer.

With more normative products, like hoodies, we can still pull back and be subtle. The strong brand colours speak volumes. Different logo styles speak to different types of customer.

Here's the ampersand performing all by itself. Rather than shoving the bar brand down peoples' throats in abstract contexts, we can let the design and personality speak for itself. I love the mystery of the & : there's always more to the story...

Here's the ampersand performing all by itself. Rather than shoving the bar brand down peoples' throats in abstract contexts, we can let the design and personality speak for itself. I love the mystery of the & : there's always more to the story...

I decided to jump down the rabbit hole of 90s nostalgia, using common cultural threads to tie the visual story together. (I miss my Nokia 3210)

I decided to jump down the rabbit hole of 90s nostalgia, using common cultural threads to tie the visual story together. (I miss my Nokia 3210)

This pattern of TBT elements works well with fashion and sport items alike, for its playful expressionism and personality.

This pattern of TBT elements works well with fashion and sport items alike, for its playful expressionism and personality.

A little bit punk, a little bit misfit.

A little bit punk, a little bit misfit.

The 90s throwback design pattern on black.

The 90s throwback design pattern on black.

The 90s throwback design on white. It feels like doodles on a page.

The 90s throwback design on white. It feels like doodles on a page.

The 90s throwback design works just as well for other lifestyle contexts, like skateboarding, which is massively popular in the area. I also mocked up a skatewax product, which could work really well for the brand portfolio down the line.

The 90s throwback design works just as well for other lifestyle contexts, like skateboarding, which is massively popular in the area. I also mocked up a skatewax product, which could work really well for the brand portfolio down the line.

I envision a series of print pieces based on the most relatable quotes from Wilde and Beckett, speaking directly to the target audience from ages past.

I envision a series of print pieces based on the most relatable quotes from Wilde and Beckett, speaking directly to the target audience from ages past.

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There is perfect opportunity to connect with customers through their lifestyles, which are exaggerated in Cham: lifestyle is everything. If the messaging and personality are authentic, the impact is genuine. We want to inspire joy.

There is perfect opportunity to connect with customers through their lifestyles, which are exaggerated in Cham: lifestyle is everything. If the messaging and personality are authentic, the impact is genuine. We want to inspire joy.

Cham is a connecting point for outliers, misfits and courageous souls. It's a perfect spot for explorative, playful messaging. This piece asks the viewer to engage in some exploration and reflection of their own. It's inviting you to join the B&W story.

Cham is a connecting point for outliers, misfits and courageous souls. It's a perfect spot for explorative, playful messaging. This piece asks the viewer to engage in some exploration and reflection of their own. It's inviting you to join the B&W story.

People literally fly here. Like actually fly. They don't even use a broom.

People literally fly here. Like actually fly. They don't even use a broom.

The Cham Fam understand the joy of the moment, whether it's the thrill of performance or a well earned pint.

The Cham Fam understand the joy of the moment, whether it's the thrill of performance or a well earned pint.

At the highest point of the most popular mountain route lies a towering structure that looks uncannily like a beer bottle! So this ad sort of made itself. It should speak clearly to knowledgeable locals and seasonaires.

At the highest point of the most popular mountain route lies a towering structure that looks uncannily like a beer bottle! So this ad sort of made itself. It should speak clearly to knowledgeable locals and seasonaires.

 

The Challenge

The Beckett & Wilde is an Irish pub in the Chamonix Valley (at the foot of Mont Blanc) that blends old world charm and punky personality. It was established in early 2018. Cham is home to snowboarding tourists, wandering adventurers and a passionate local populace.

I was challenged to create a visual identity that appeals to people with a thirst for authenticity, craftsmanship, thrill-seeking and passion.

 

 

The Response

I created an identity with a dual personality, to merge two worlds together: a Wes Anderson-like beautiful paradox of old and new, of sublime and picturesque, of rural and urban, chique and punk.

So what's in the mix? Firstly there’s the blend of Old World Victoriana and early modernism (the eras of Oscar Wilde and Sam Beckett respectively). Then there’s a healthy dose of Beckett's minimalist, modernist literary traits and Wilde's flair and flamboyance. And lastly, a drop of sublime wanderlust brewed with urban zeitgeist.

 
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The Story

Are you sitting comfortably?

There is a single story that unites the innumerable interweaving tales of all the people connected to The Beckett & Wilde.

It is a story of outliers, misfits, rebels and wanderers. A story of brave choices, risky decisions and the thrill of the ride.

I'll leave the pair of savvy poets who founded the pub to tell their own story when they choose. Suffice to say it takes a few bucket loads of life experience to emigrate from Dublin and establish a pub named after two literary giants of Irish history, at the foothills of that fairytale place called Mont Blanc, birthplace of a much loved monster

But these two natural storytellers are inextricably linked with the people and culture of Chamonix. I've already described the place as a set from a Wes Anderson film. Consider it a character source too.

When I had the fortune to visit, I was struck by a pattern that weaves and winds through the people there: a candid openness, a brave honesty, of self reflection and dismantled ego. And a streak of madness not unfamiliar to myself! These are people living on the edge of the world, and they tend to live with eyes wide open. When you're surrounded by this, it's hard not to...

These hyperactive thrill seekers make the journey up the mountain every day, trekking and trudging through thick snow and up steep inclines, for the joy of the moment. Some of them climb, some of them flow, some drop, some fly! They know how to graft, how to face fear, and they know the pleasure of a well earned respite, or a fleeting instant of bliss.

To put all this in the context of business, these patterns between prospective customers, these intersecting points of empathy and identity, are opportunities for brand personality, character and story... they allow the business to connect with their audience, on a deep and meaningful level.

The lifeblood of the community is the lifeblood of the brand. While the two are in harmony, the business will thrive.

Who's thirsty?