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Branding Donald Trump

Pearlfisher designs new cocktail lounge brand identity for Trump SoHo

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By Natalie Mortimer, N/A

October 5, 2015 | 2 min read

Pearlfisher has created the branding for a new cocktail lounge in the Trump SoHo New York hotel, which centres around the "illusive character" of a man called Mr Jones.

To create the identity for the lounge, also called Mr Jones, the agency devised a brand experience that encompasses the character, and positioned Mr Jones to represent travel and adventure to compliment the Trump’s existing hospitality portfolio.

Pearlfisher creative director, Hamish Campbell commented: “The new identity is all about introducing guests to the world of Mr. Jones, one of mystery and exploration, represented by a portfolio of comprehensive touch points, each teasing out different elements of his adventures, creating an air of sophistication and mystery that guests can escape to."

The modern branding includes a stamp-like mark for the Mr Jones logo while collateral to support the brand story comprises of stamped drink tickets, commemorative coins and a menu of premium spirits and cocktails from around the world.

Branding Donald Trump

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