Patsy Hartigan’s Irish Pub Brand Identity
Client:
Patsy Hartigan's Irish Pub
About the project:
A brand identity featuring the face of Mr. Patrick Hartigan. The scope of this project included brand identity, facade design, menus, place mats, and merch.
Some history on the brand: Patrick Hartigan, the namesake of this new pub, was a real person—an Irish immigrant and a relative of the owner. Born in Ireland in 1846, he lived and died in Evansville, IN in 1913. It appears Mr. Hartigan led a somewhat tumultuous life, perhaps due to hardship or just a penchant for trouble. His name surfaces in late 1800s Evansville newspapers for various misadventures, including instances of drunken disorderliness and a bar fight that resulted in him being stabbed. Referred to as “Patsy Hartigan” in a 1879 article, the newspapers suggest he was viewed as wimpy. The Evansville Journal headline reports: “Stabbed in a Struggle - Alex James puts a Harlow Knife into Patsy Hartigan’s Left Breast - The serious crime of a drunken ruffian.” This bar fight took place at a saloon at the corner of Division St. and Heidelbach Ave. Later in life, Patrick was appeared in the paper, this time with a headline reading: “Dread of Blindness Drives Him Insane.” He was then admitted to Woodmere State Hospital, where he passed away 2.5 years later.
Mr. Hartigan serves as the inspiration behind the brand, so I depicted his likeness based on the period and his misfortunes, complete with a head bandage, black eye, facial cuts, and tattered clothing. The logo suite is crafted to evoke the era. The facade is designed to resemble an authentic Irish pub, featuring monochromatic blues and gold accents.
I know the owners have put a lot of love and research into making this pub as great as it possibly can be (including trips to Ireland for research). Today, it's one of Evansville's finest establishments. You can enjoy fish and chips + a crafted Irish whiskey cocktail in the cozy atmosphere of the pub or dine al fresco out on Main St. watching shoppers and walkers stroll by.
ADDY Award Winner 2024 - Gold & Judge's Choice
Category - Cross Platform Integrated Brand Identity Campaign