11 March 2012


Pitch in use for the Churchills identity by the reductionists at The International Office in Wellington, New Zealand.

We were asked to design an identity for an upcoming Whiskey bar named after the British politician and statesmen Sir Winston Churchill. We wanted to capture an English feel without being cliche. Elegant and refined without being dry. We decided a crest would give this elegance as well as that British 'pub' feel. We customized a version of the Churchill family crest and created a version that felt modern while still allowing the identity to have obvious visual ties to its history – Churchill the last lion.