This started as a Christmas gift: create a full brand identity for a backyard bar. The goal was simple—make it feel like a real, local spot with personality, not just a one-off joke.
The Challenge
I wasn’t working with the bar owner—I was working through my brother, who was both the client and the audience. That meant building a brand off secondhand insights and getting it right without direct feedback.
On top of that, the concept walked a fine line. It needed to be playful (the name and tagline made sure of that) but still feel grounded enough to pass as a believable local bar.
The Approach
I pulled what I could from early notes and built a few anchors to guide everything:
- Keep it local (Central Florida influence, tarpon imagery, familiar colors)
- Let personality lead (Bill’s bartending style became the story)
- Make it feel like a place people would actually hang out
From there, everything—from the name to the visuals—had to support that balance.
Naming & Voice
Phalanges isn’t subtle, but it works. It’s memorable, a little ridiculous, and directly tied to Bill’s signature move—finishing drinks with his finger.
The tagline (“I got fingered at Phalanges”) set the tone, and I leaned into it. This was a rare chance to push copy in a more irreverent, playful direction, and I carried that voice across the entire brand.
Execution
I didn’t stop at mockups. I sourced and produced the actual pieces you’d expect from a neighborhood bar:
- Can coolers
- Stickers
- Coasters
I handled vendor sourcing, file prep, and production to make sure what showed up in real life matched the vision.
I also put together a lightweight brand guide—probably overkill for a backyard bar, but it keeps things consistent.
Outcome
What started as a gift turned into a fully realized brand. It feels local, a little unhinged, and completely true to the person behind it—which was the goal from the start.