Irreverent branding for the only pub that respects squirrels.
While being one of the most iconic pubs in Coventry, The Squirrel wasn't frequented much. The regular pensioners would gather round their pints only when there was a game, and only a handful of locals would have lunch there.
My mission was to revive the pub by repositioning it as a welcoming, quirky and charismatic venue, to attract a younger student audience and create a real sense of community. The result was a brand new identity, in print and on the web, that reflects a pub with new values. Youth, carelessness, absurdity, novelty were manifested through a nonchalant tone of voice, witty copywriting, and unapologetic colours. To further support this hip new identity, we created non-stop discounts, meal deals, competitions, booked visiting DJs, organised a rave and advertised on Tinder. Online, people were buzzing, irl they were dancing.
In the end, we got our way: the pub was seen as cool again, being regularly visited by younger, fresh student faces. Rumour has it, they're all in for the squirrels.
The typography behind the identity draws inspiration from the features of a Squirrel, playful and, at the same time, rebellious. These features further develop into a unique, conversational, comedic tone of voice.
The colours are inspired by squirrels (naturally), pub essentials and local culture.
The website is vibrant, unexpectedly witty and super useful: view the entire menu on the go, check upcoming events or book the venue for your kid's Quinceañera.
The Squirrel Pub Coventry
Brand Identity, Art Direction, Print Design, Web Design, Marketing