Pemberton's Whiskey Alliance

Crafting a full brand identity for an Orlando-based gastropub, blending speakeasy charm and minimalist design into an immersive experience.

Project Overview

Nestled in Historic Orlando, Pemburton’s Whiskey Alliance is more than just a gastropub — it’s an experience. Here, exotic burgers meet bespoke cocktails, offering a unique alternative to the traditional beer-and-burger pairing.

For this class project, I designed the stationary, menu, and an interactive website for Pemberton's using Adobe Creative Suite and Figma.

The Challenge

Pemberton's is looking for a creative and trendy brand that captures the aesthetic of the speakeasy era and its customer's indie vibe.

Target Audience

Their primary audience is 60% female and 40% male, ages 25 — 34, seeking a captivating night out somewhere that's classy and upscale without being ostentatious.

Color & Typography

The branding for Pemberton's was heavily inspired by the Art Deco movement and Prohibition Era of the 1920s.

The color palette and typography were chosen to reflect the 1920s lavish lifestyle. Overhold's geometric-shaped letters are reminiscent of the posters and artwork of the time while Averia Serif Libre feels more traditional, both evoking feelings of nostalgia.

Color and typography palette for Pemberton's Whiskey Alliance.

Logo Process

For the initial logo, I used the letters in Pemberton's name to create the shape of the cocktail glass. While I did like this logo, the feedback given was that the logo needed more visual elements more closely aligned with the "vintage look" I was going for.

This is the final logo, presented in three different versions of Pemberton's brand colors, with the blue intended to be the main logo.

Print Design

For stationary and menu design, I wanted the focus of the design to be Pemberton's antique speakeasy charm. I created a geometric pattern inspired by the Art Deco movement. This motif — a weaving of golden circles — is repeated across all of the branding, creating a minimalist yet luxurious feel.

Website Design

Pictured below are Pemberton's homepage, reservation, and online menu pages. To emphasize the vintage allure, I incorporated geometric image borders and layered the logo icon subtly in the background to add texture and visual depth.

Three wireframes for Pemberton's website.