12 Grain Whiskey Bar is a premier establishment situated in downtown San Diego, specializing in Japanese whiskey. The bar caters primarily to a discerning target audience: middle and upper-middle-class individuals aged 38 to 58.The target audience of 12 Grain Whiskey Bar is well-educated and seeks a more refined and sophisticated approach to whiskey. They appreciate the intricacies of the distilling process, value the purity of taste, and desire a rich and immersive experience when indulging in single malt whiskey. Additionally, the target audience possesses a distinct appreciation for aesthetics and enjoys exploring diverse cultures. They find pleasure in expanding their knowledge about different traditions and customs.
From a brand strategy perspective, the overall design direction aimed to visually blend the traditional whisky brand image with the unique qualities of Japanese whisky. This approach aimed to create a cohesive and harmonious visual representation of the brand. Design elements were carefully selected to emphasize and highlight the tone of the brand. The whisky menu was designed using additional Japanese elements such as calligraphy and traditional art to showcase the brand's uniqueness and cultural heritage.
Logo Design / Packaging Design/ Web Design
Classic / Cultural / Sophisticated
Bradford Prairie & Sean Bacon