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(Moons Pub)
© 2026
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The Brief
Moons Pub is a bar in Bad Gastein with a loyal crowd and a distinct character — dark, warm, unpretentious. The brief wasn't a rebrand. It was a campaign: launch a new loyalty concept called Spints — personal bottle lockers that let guests buy a bottle, lock it behind the bar, and come back whenever they want. The challenge was making something operationally simple feel like a privilege.
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Research & Direction
Bottle service exists in clubs. Loyalty cards exist in cafés. Spints needed to feel like neither. The direction had to sit closer to a members' club than a promotion — something you'd want to be part of, not just sign up for. The campaign needed to work across print, in-bar touchpoints, and social media without losing atmosphere in translation.
[Bild: Stimmungsbild Bar-Ambiente — dunkles Interieur, warmes Licht, Holz und Glas. Zeigt den Kontext in dem die Kampagne lebt.]
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The Concept
The campaign is built around a single idea: ownership. Not just of a bottle, but of a ritual. "Your Bottle. Your Key. Your Night." — three lines that move from object to action to feeling. The Spint isn't a product feature, it's an invitation to become a regular on your own terms. Every touchpoint reinforces that: the poster, the table tent, the Instagram content.
[Bild: Finales A3/A2 Poster — die Hauptarbeit der Kampagne, volle Breite.]
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The poster anchors the campaign in the space itself. Large type, dark ground, gold and cream — the visual language of the bar translated into print. The table tent lives on every table: one side with the concept, the other with a clear CTA. Both pieces are designed to feel like they belong in the room, not like they were produced somewhere else and shipped in.
[Bild: Table Tent Mockup — A6, beidseitig, auf einem Tisch im Moons liegend.]
[Bild: Detailaufnahme Poster — Typografie und Farbigkeit nah, zeigt die Qualität der Ausführung.]
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Social Media
The Instagram content extends the campaign without diluting it. The carousel introduces the concept in five slides — headline, mechanics, benefits, CTA. The story template is built for repeat use: "Spint of the Week" features a different bottle every week, keeping the concept alive in the feed long after the launch.
The Instagram content extends the campaign without diluting it. The carousel introduces the concept in five slides — headline, mechanics, benefits, CTA. The story template is built for repeat use: "Spint of the Week" features a different bottle every week, keeping the concept alive in the feed long after the launch.
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Glass Covers
The smallest touchpoint is also the most intimate. Every drink that leaves the bar gets a glass cover — a standard hygiene piece turned into a campaign moment. On one side a QR code that links to the Spint landing page. On the other, a single line: "Unlock your spot." No hard sell. Just curiosity, placed directly in the guest's hand while they're already in the right mood.
[Bild: Glass Cover Draufsicht — auf einem Cocktailglas liegend, Moons-Ambiente im Hintergrund.]
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Outcome
A campaign that works as a system. Every piece is self-contained but immediately recognizable as part of the same thing. The Spints concept has a visual identity now — one that matches the atmosphere of the bar and gives the owner something to build on. For the portfolio, this project shows the full range: strategy, copy, print, digital, and execution under one brief.
[Bild: Kampagnen-Übersicht — alle Deliverables zusammen in einem Flat-Lay oder Grid. Das stärkste Schlussbild.]
