Business name: Two Schmucks
Industry: Hospitality
Company profile:
A Two Schmucks is a new bar in Hanoi, Vietnam. The bar has a retro, colonial vibe with animal trophies on the walls and an open backyard. The target audience is both expats and tourists, mainly aimed at the 30+ age group.
Project aim:
Create a logo that represents the style and mood at Two Schmucks while including a reference to the two owners.
Following research to explore similar Hanoi bars as well as colonial style bars, three moodboards were created to allow the client to choose a visual direction. This helped to narrow down their focus before starting the logo design.
Initial sketches explored a range of classic and vintage style typefaces. These helped inform the custom typeface I created that has a classic feel but with a modern twist. Different compositions were also explored, with a skewed wordmark creating a dynamic overall shape.
Following client feedback the overall composition of the logo was furthered explored as well as trying to include ‘two schmucks’ hidden within the letterforms.
