Starting with the logo, I chose to deviate from the traditional Irish shamrock as the primary logo and opted to use a Celtic bull instead. Celtic bulls represent strong will, wealth, abundance, and virility. For the word mark and typography, I wanted to use something that was both gothic and modern, which represents the authenticity of the Irish bar but gives the elegance of a rooftop bar in a large city. The color palette was chosen to be representative of traditional Irish greens as well as gold. 

The first thing I did when creating the brand identity was look up the culture around Irish bars and I noticed a lot of slang words that I wanted to incorporate into the brand. On each menu, takeout bag, and page of the website there is an Irish slang word followed by a definition that allows the user to feel like they are immersed in the culture. The website will have daily specials listed, themed around Irish things, and the menu will be available both online and on foldable around the bar. 

I finished off the experience with a branded receipt and takeout bag, both with McGee's bull logo along with some more Irish slang. This project was thoroughly enjoyable and I wish I could try out some of the ales on the draft list.