Fairytale is a mocktail bar located in Miami Beach, Florida. It's a trendy and cute place for all cocktails lovers who don't drink alcohol. Who said no-alcohol is boring ?

Drink a mojito or a Bloody Mary without getting dipsy, or taste the Fairytale's specials for a unique and flavory mocktail experience !

For this personal project, I worked on a brand identity inspired by the neons signaletics and the Miami Beach colorful environment, as the bar is located on Ocean Drive. The main target clients are young people that identified as women who don't drink alcohol but like trendy places to party.

As the name is Fairytale, I worked on a magical logo design with an handwritten customed typo that included a cocktail glass and a mermaid tail. I choose to represent a mermaid tail because mermaid are recurrent creatures in tales that usually represent young people, who are the main target of this mocktail bar. Also, as the bar is located near the beach, it was important for me to include a graphic element that reminds the ocean in a dreamy way.

For the colors, I worked on a 2-tone-palette with a deep green and 2 shades of pink. Green is a color that reminds a lot the fantasy genre, and the pink is always a synonyme of sweetness and fun.

In the brand strategy, I included the Fairytale's cocktail names. Naming is a very important part of branding for a strong and unique identity. All the names of Fairytale's specials mocktails are inspired by fantasy and tales references (of course, I mean, look at the bar's name !).

Feeling dreamy ? Take a sip with the Once Upon A Time mocktail. If you prefer something more magic and sparkly, chose the Tinkerbell mocktail !