Dram
Branding Strategy
The goal for Dram Bar’s branding was to completely shift consumer perceptions of the whisky niche. Instead of the old, stuffy, and often exclusive feel traditionally associated with whisky bars, we aimed to create a brand that was laidback, vibrant, and approachable. Walking into Dram should feel like entering a friendly local bar, not an intimidating, highbrow establishment.
The logo I developed incorporates a dram glass, but with a clean, modern twist to reflect this fresh approach. The colour palette—rich amber tones balanced with deep greens and playful pinks—reinforces this inviting energy, positioning Dram as a fun, unpretentious destination.
Key Considerations
- Challenging Whisky Stereotypes: By focusing on a laidback atmosphere, both in the bar and through the brand, we flipped the idea of whisky from an old-world exclusive drink to something accessible and enjoyed in a lively, modern setting.
- High-Quality Cocktails: Alongside its impressive whisky selection, Dram takes pride in its on-site developed cocktails, reinforcing its credentials not just as a whisky specialist but also as a destination for expertly crafted cocktails.
- Typography and Colour: The modern typefaces and vibrant colour palette were intentionally chosen to break from traditional whisky bar aesthetics, giving the brand a more approachable, fun, and creative vibe.
- Monthly Posters & Event Merch: I produce monthly posters and one-off limited-edition designs for printed cans and merchandise. These are designed to support the various collaborations Dram hosts with international brands and bars. Each design is unique and celebrates the bar’s dynamic, ever-changing offering.
- Nostalgic Visuals: For the photography, we avoid relying on overly polished, high-resolution images and instead embraced a nostalgic aesthetic, capturing visuals through a playful, analogue-inspired lens that reflects the bar’s welcoming and laidback atmosphere.
Website Design
The website I designed for Dram Bar continues the brand’s mission to challenge traditional whisky bar norms. Fun, interactive animations guide users through the site, creating an engaging and memorable digital experience. Instead of relying solely on high-resolution photography, the website design incorporates analogue-inspired visuals that match the bar’s nostalgic yet lively energy.
A common small-business headache solved with a little custom code
One of the most innovative features I built into the website is the custom-coded Social Post Maker. I developed this tool to allow the bar’s team to login to a private page easily create social media posts that align with Dram’s branding. It's a simple interface to quickly generate posts in the bar’s typography and colours, ready to download as a 9:16 formatted image for Instagram Stories.
Unique Features of the Bar
Dram Bar stands out not just in its branding but in its physical space. The basement houses a lab and canning machine, where the bar team creates ready-to-drink (RTD) cocktails on-site. I designed limited-run cans for these RTDs, which are filled on-site, adding another unique element to the bar’s offerings.
Upstairs, there’s a pool table, further enhancing the bar’s laidback, welcoming feel. This attention to creating an enjoyable, relaxed atmosphere plays an essential role in the brand identity.
Results
The branding helped launch Dram Bar as an exciting, unpretentious destination for both whisky lovers and cocktail enthusiasts. The identity allowed Dram to carve out a niche that flips whisky stereotypes while also cementing its place as a trusted authority in the industry.
Testimonial
"We would recommend working with Max to anyone. He has been instrumental in helping us define a visual style for our new concept in whisky. Having Max on board means that we can continue to define our niche within the industry and develop a really exciting brand identity. The feedback from the brands and bars that we collaborate with has always been fantastic, and we always look forward to receiving assets from Max as they’re always so innovative and FUN! He is a complete legend and we’re so lucky to have him on board."
Dram Team
Write by the Dram team
