Abby Granata, Graphic Design

Project Statement

Rough Draft: Books & Brews is a bar for book lovers, aspiring authors, and beer connoisseurs alike. With exposed brick walls, floor-to-ceiling bookshelves, comfortable leather and suede seating, antique wood tables, and an array of beer selections, Rough Draft is the most cozy, welcoming, elegant, and intimate bar in Portland. Patrons can shop for books or write one of their own while enjoying a cold pint of beer and one of Rough Draft’s delicious pub-style small plates, snacks, and appetizers.

My concept for Rough Draft was inspired by my deep and unwavering love for reading and storytelling. Whether it’s the historical context for a work of art, a personal anecdote before an online recipe, or a conversation with a stranger by happenstance, I am deeply motivated and enamored—both personally and professionally—by the power of human connection and storytelling.

Through devouring a wide array of novels and non-fiction books, I realized the distinctive potential of graphic design as a form of visual storytelling. In marrying both my passions for design and reading, I developed a robust, multi-faceted visual language and narrative for Rough Draft through identity design, package design, and advertising. I sought to emulate the experience of reading a creative, detailed, and captivating novel. Instead of prose, however, I used consistent typography, cohesive branding, and innovative design solutions to tell an imaginative story and construct an immersive environment and community.

The primary wordmark was heavily inspired by vintage aesthetics, as well as the time-honored craft and art of sign painting. The typography intends to evoke feelings of nostalgia and comfort, while still appearing elegant, highly curated, and contemporary. The use of gold and brown tones assist in establishing this atmosphere and energy, while simultaneously alluding to the tones of beer and shades of antique worn books and paper. The minimalist typewriter and pint glass symbols compliment the typography and help convey the double entendre at the heart of the bar’s name, concept, and branding.