Roles: Creative Direction / Art Direction & Graphic Design / Marketing Strategy & Execution
The upscale sister restaurant to Louisville mainstay Doc Crow’s, Doc’s Bourbon Room aimed to be the largest whiskey bar in the nation. As Marketing Director, I was in charge of a full brand build-out and marketing plan both leading up to and after its launch. This included creating the identity and all visual assets (including a massive 28-page drink menu featuring over 2,000 bourbons and whiskeys).
We opened the restaurant in February 2020 - just weeks before the pandemic ravaged the industry and shut down the restaurant indefinitely.
Doc’s Bourbon Room
Projects:
Logo & Branding
In-Store and Exterior Signage
Menus, Uniforms and Assets
Photography (all photos on page taken by me)
Website & Social Media
PR Outreach and On-Camera Appearances
Soft Launch Event Planning
Logo & Identity
The owners of the restaurant wanted to position it as a separate restaurant, serving a different audience than our BBQ-driven anchor restaurant (particularly given the restaurant was situated right next door). So I developed a look and feel that deepened the brand’s bourbon-centric roots and differentiated it - while using the same secondary font and star icon to tie them into the same family of brands.
Website
We planned to launch the DBR website at the same time as a redesigned Doc Crow’s website. I created this mockup for our development partners, who did not complete the project prior to the restaurant’s shutdown in March 2020.
Because our whiskey list boasted over 2,000 expressions (individual variety and year), our drink menu was a massive undertaking. It required coordinating with our beverage team to lay out the information in a way that educated our customers and supported our service team as they took visitors through a bourbon journey.
Drink Menu
