The Bog

The goal of this project is to take the established taproom “The Bog” and rebrand it in order to draw more business and take better advantage of its name, turning The Bog from a standard taproom into a themed bar with design elements drawn from the everglades and other swamp visuals. The target audience of this rebrand will be the tourists of st augustine, mainly those in their mid 30s/early 40s. This group will have a majority of 

individuals traveling from out of state to see sights of St. Augustine, and will be drawn by the swamp feel of the bar. The bulk of the design elements consists of illustrative designs to create a more lighthearted tone. The rebranded aesthetics will center around a redesigned logo made to mimic letters carved into wood to give it a more natural and rustic feel. There is an overhaul to the look of the interior as well as the exterior of the establishment, which helps to create more of a grab to those passing by the building. By giving the bar a more vibrant brand identity, it will allow The Bog to stand out amongst the businesses in St Augustine and draw in more patrons from the tourists market which is so dense in the city. Giving it a design that takes inspiration from the swamps and wetlands popularly found in florida will help to both give it a stronger brand identity but will also create an atmosphere that touring consumers will better respond to.