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The Reagan

Agency: EME
Art Direction and Design: Joel Martinez
Senior Designer: Mariana Ramírez
Photography: Iris Morales
Outdoor Photography: Bobby Gallager
Location: United States
Project Type: Produced
Client: The Reagan
Product Launch Location: United States
Packaging Contents: Food, coffee
Packaging Substrate / Materials: Cardboard, glass
Printing Process: Digital printing

Located in the heart of downtown El Paso, The Reagan is a venue born from the love of music and eclectic style. This inspired us to create a simple typographic logo that expresses the uniqueness of an unlikely “dive bar”. Dark, hand-drawn illustrations serve as a guide to understand the complexity of the venue. Visual oddities were created to match the overall aesthetic found throughout the space. Everything from a plate to a jacket is a mystifying experience that takes you on a journey to deduce the story behind; something that is pure and punk and romantic all at the same time.






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