Challenge
As part of The Village Dallas’ multi-billion dollar expansion, we were charged with giving almost a dozen food and beverage, hospitality and retail businesses a brand truth, name and visual identity.
Discovery
Each location within this master-planned community needed to have an identity and brand truth of its own, but still work within overall master brand. Adjacent to The Village’s intramural softball stadium/field, this two-level sports bar is a hub for the residents and open to the citizens of Dallas. Through our Brand Truth process, we first established an archetype and set the brand tone. From there we named the restaurant and created a visual brand identity from which everything from the napkins to interior design follows.
Activation/Manifesto
What’s the over under on the number of sports bars in Dallas?
OK, what’s the over under on which of those have damn near every craft beer in the great state of Texas?
Alright then, now how many of those bars not only have all the beer, serve the best wings in Dallas, and have a rooftop deck that overlooks its own full size, regulation baseball diamond?
A bar like that is one in a million.
And it’s right here at The Village.
Welcome to the Over Under.
Eat. Drink. Win.