Jax and Finn’s Pub & Dog Park

Jax and Finn’s is a pub and dog park, where owners can bring their pups along to grab a pint of beer or a glass of wine to socialize with other dog parents alike! This is a fun and laid back spot to casually meet up for happy hour or brunch!

The Challenge

As a passion project my challenge is to create a brand for a pub and dog park company. This is a fictional company based off of my two Mini Dachshunds, Jax and Finn. I was challenged to create a logo and supporting branded products.

Main Objectives

Branding

For this brand it is important to have a strong identity. There are many pubs that are pet friendly. The goal for this brand is to stand out and have a story and logo design that will set it apart from the competition.

Personality

Designing for Jax and Finn’s this brand needs to have personality and style. As spunky as Dachshunds usually are I want the brand to reflect that.

Consistency

It is important to keep the brand consistent throughout. The logo will be used for pint glasses and dog bowls etc., and using the primary and secondary logos when needed will help keep the brand’s identity together.

Initial Direction

My initial direction for Jax and Finn’s was to mirror the 1920’s speakeasy era. With black and gold color palettes, modern typefaces and elegance like the elite socialites of that decade.

I always imagine that Dachshunds are very sophisticated and speak with an accent if they could. In my head I imagined small fedoras or cute newsboy hats on them.

I wanted the logo to feel rich and classy. Something that would give you that feeling of the upper class experience.

Moodboard and Sketches

Digital Drafts

For the digital drafts of the Jax and Finn logo I wanted them to have an industrial feel to them. I explored with imagery and typefaces combining the two to create the final Jax and Finn logo. I played around with the neutral dark brown and tan colors as well as a dark olive green.

Final Solutions

After finalizing the logo I needed to create items that you would find at Jax and Finn’s. I wanted to design dog bowls that would be found throughout the pub as well as for purchase. There are branded beer and wine glasses that the beverages would be served in. Coasters would be placed on the bar for every customer that orders a drink. There is also a bandana that has a fun print of the logo that could be purchased for the pet or owner.

Reflection

This has to be one of my favorite projects I’ve been able to create. My Dachshunds are my best friends and using them as inspiration has fueled my creativity and passion. I am very happy with the over all look and feel but would like to continue to work on it and push it further to the next level.