B&GC

Agency: The Made Shop
Creative Direction: Marke Johnson
Art Direction & Design: Marke Johnson & Adam Blake
Invite Design: Marke Johnson
Photography: Amber Chiarelli
Location: United States
Project Type: Produced
Client: Sage Restaurant Group
Product Launch Location: United States
Packaging Contents: Member Invite
Packaging Substrate / Materials: Paper
Printing Process: Gold Foil Embossed, Giclee

Inspired by clandestine drinking dens of swank hotels and the parlors of bawdy houses of ill-repute, B&GC pays homage to a heyday of Americana made iconic in the 1940’s-1960’s post-war economic boom. We helped craft the story of this peculiar watering hole through visual identity, signage, one-of-a-kind menus, and an innovative founding members invitation.

Marketing was purposefully nonexistent: instead, we created an elaborate invitation sent out to select "founding members." The invite package was completely custom designed around the brand’s main mark. It included a personalized and numbered aviation dog tag complete with the Club's gold foil embossed "Rules of Engagement.”

For those who did not receive an invitation, B&GC is discovered through a phone number, text confirmation, and an unmarked alley doorbell. It’s meant to feel like you've accidentally happened upon an undiscovered subterranean shelter from the atomic age: A transporting time capsule.

What's Unique?
The invite package was completely custom designed around the main brand mark for delivery of the custom member dog tags.