Brand Identity for Moscow Mule

From Russia with love.

Moscow Mule is a Russian themed pub in Bangalore. We had to create something distinctly different from the numerous pubs, bars and watering holes in the city.

Our brief was to create a stylish, handy menu card and similar themed package invite for Moscow Mule bar and grill in Bangalore. We also had to create a mascot that would generate buzz and catch the eye of anybody who visited the pub. 

The objective was to create everything from the mascot to the menu cards that would stay in the mind of the customer. Ones that he/she would love to take pictures of and post online and tag the universe. Since the proprietor of the pub was keen on a Russian theme, we went along with it…all the way!

Moscow_Mule_Customer_Experience_Mascot_Graphics_Details_001Moscow_Mule_Customer_Experience_Mascot_Graphics_Details_001

For the mascot, we decided to create a character that would symbolize what exactly the pub stood for. He would be of Russian origin. We decided to go with ‘Harry the Commander’, a revolutionary mule from Moscow, teaching us Bangaloreans the way to party. For the launch of the club, we sent a personalised invite from Harry to all the party-friendly Bangaloreans. The invite not only invited everyone to Moscow Mule but also had a complimentary shot of fine Russian Vodka, a gift from Harry himself. The website was also personalised to Harry and his gruff way of communication. He wanted to talk to Bangalore, we just helped him out!

The mascot, “Harry the Commander” was designed as a bad-ass commander of the army. In complete resplendent military uniform, his signature goatee and rockstar aviators, he was hard to miss and harder to forget. Paper cut-outs were created from scratch and we shot Harry in a studio from every angle imaginable to craft the pub experience that brought Harry to life. 

Product Design

For the menu card we decided to make two sets of them. One for the food menu and another for the beverages menu. The menu cards were to be styled along the theme – “Passport to good times”. The menu was designed as a passport sized book printed and embossed in the way a normal passport would be. Along with providing the necessary information, the menu also describes Harry and who he is.

There has been great appreciation for everything from the mascot to the menu cards. People visit the bar and take numerous pictures with Harry and the menu cards have been liked so much the people pocket them as a souvenir. Sometimes, design works in a way it is not intended to.

Customer Experience / IBM India

Shaping IBM India's Client Experience

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