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.

Project Type

Logo Design / Packaging Design/ Web Design


Fall 2022


Classic / Cultural / Sophisticated


Bradford Prairie & Sean Bacon


The 12 Grain brand logo seamlessly blends the classic Stix General font with the artistic Painting with Chocolate font, effectively capturing the brand's tone and cultural integration. The choice of inky black for the color palette draws inspiration from the oriental art of ink painting and calligraphy, evoking a sense of timeless beauty. Additionally, the malt yellow color symbolizes the pure wheat brewing process and the rich aroma of whiskey, adding depth and significance to the logo's visual representation.


The whiskey menu incorporates the Seigaiha pattern from Japanese culture, which symbolizes fan-shaped waves on the high seas. This pattern adds a touch of elegance and captures the essence of Japanese aesthetics.In terms of color symbolism, the use of red represents sincerity and enthusiasm in Japanese culture, while white symbolizes integrity and purity. Additionally, wheat gold is utilized to symbolize the richness and intensity of the whiskey's taste, further enhancing the sensory experience.

Website & Socials

The website design for 12 Grain Whiskey Bar aligns with the overall tone and unity of the brand, effectively conveying its product offerings, services, philosophy, and cultural values to consumers.The homepage features a clear and functional layout, enabling users to easily navigate and access the content they seek. This user-friendly design ensures a seamless browsing experience, allowing visitors to quickly find the information they need.