Campaign Strategy and Art Direction"
Date:
April 4, 2026
Client:
Moons Pub
(01)
(Campaign)
© 2026
Client
Moons Pub
DELIVERABLES
Visual Identity, Marketing Campaign, Social Media
Year
2025
Role
Designer
The brand needed a consistent visual language before any campaign could work. I chose three typefaces with distinct roles. Instrument Serif as the primary display face: classical but with weight. Louis George Cafe for body text: readable, neutral, gets out of the way. Imbue as the accent face: heavy caps for labels and callouts where impact matters.
The color system is built around what the bar actually looks like at night. Burgundy and Gold are not decorative choices, they come directly from the environment. Dark backgrounds. Warm artificial light. The rule for every visual element was the same: no lifestyle, no smiling people. Show the system. Show the objects. The Spint, the bottle, the key.
Moons had a problem most bars have: regulars come back out of habit, not out of loyalty. The answer was the Spint System. You buy a premium spirit, you get a personal locker behind the bar with your own key. Every time you return, your bottle is there, unlimited mixers included. The bar earns upfront. You come back because your bottle is still there.
The campaign line wrote itself: "Your Bottle. Your Key. Your Night." Three words of ownership, three periods, done. The subline: "Lock it. Leave it. Come back." People don't bond with bars through discounts. They bond through possession. A key in your pocket is stronger than any loyalty card. The campaign runs across 8+ touchpoints in 3 channels. In-venue print, digital, and social.
A nightlife brand lives and dies on its feed. I built a custom LUT system that pulls every photo into the same color world as the visual identity: warm shadows, burgundy undertones, controlled gold in the highlights. It does not matter what the lighting looked like when the photo was taken. On the profile it looks like it was always supposed to be there. Consistency that works before someone reads a caption or notices a logo. They just know it is Moons.
