CONSUMER INSIGHT
A segment of drinkers desires a more sophisticated and international cocktail experience. These consumers, who enjoy cocktails, were seeking new and innovative cocktail options that go beyond the typical offerings. In response to this consumer insight, we aimed to create a bar that would cater to this evolved and mature consumer.
RESEARCH
DEATH & CO
Cocktail Codex
Meehan’s Bartender Manual
Cocktails & Dreams
PEOPLE SURVEYED
A committee of 10 people from different target groups was created to discuss nightlife issues and what they were looking for + cocktail tastings and feedback
RECCES CONDUCTED
A trip to Singapore and Delhi with a bartender to study cocktail programs happening nationally and internationally
COCKTAILS TASTED
A total of 56 cocktails were tested before making the cocktail concept with a menu of 16 cocktails.
SOLUTION
Enter, Cobbler & Crew, a high-energy cocktail society that is exclusive, yet inclusive.A place where one can experience unique and elevated cocktail options that meet international standards. A cocktail-first bar, for a mature audience who aren’t whisky and water drinkers, but are keen to explore varied tastes and flavours.
POSITIONING STRATEGY
BRAND IDENTITY
BRAND NAME
Named after the key equipment from the bar – a cobbler shaker, this vision is a beautiful blend of 5 founding members, or as they like to call themselves, The Crew, introducing cocktail culture in Pune.
BRAND VOICE
Knowledgeable, Confident & Mature
An establishment that possesses subject-matter expertise, with a seasoned and experienced team behind it
VISUAL IDENTITY
The logo has three elements – a cobbler shaker, a cobbler glass, and a peg measure. The cobbler shaker & glass showcase the bar equipment which is instrumental in making the dynamic portfolio of progressive cocktails. On the other hand, the peg measure, a crucial bar tool, depicts the brand’s sincerity in doing things right to maintain consistency in the product.
TYPOGRAPHY
COLOR PALETTE
COASTERS
BUSINESS CARD
MENU DESIGN
ILLUSTRATIONS
SPACE DESIGN
BRAND BUILDING
THE COCKTAIL BOOK
CONCEPT:
The experience of consuming anything goes hand-in-hand with the senses that get activated. This elevates the drinking experience. To activate all the senses, we wanted to create cocktails that not just were beautiful to look at or taste, but also incited an emotion or mood. Keeping this in mind, the 16 Signature Cocktails at the bar were conceptualised, right from concocting to naming it, around a classic song from the 60s and 70s.
THE DESIGN
When we researched some of the best cocktail bars across the globe, it took us to some interesting findings. One learning was common
across it all – a story told holds a lot more value than a piece of paper
just informing.
COLLABORATIONS:
Over time, the brand collaborated with multiple personalities and brands it shared synergies with, which further helped build a foolproof positioning.
Levantine Pop-Up By Chef Viraf Patel
Ramen Pop-Up By Chef Hanoze Shroff
Book Launch with Karan Anand
Bar Takeover Sidecar, Delhi #1 Bar on Top 30 Bars, India
Bar Takeover By Sandeep H. Co-Founder, Thirsty Shaker, Hong Kong #34 Bar on Asia's 50 Best Bars.
Bar Takeover By The Bombay Canteen #5 Bar on Top 30 Bars, India
INTELLECTUAL PROPERTIES
IN THE MOOD
In The Mood brings culture to Pune City, every Wednesday night.
There is a community in the city who are ardent lovers of jazz and blues music. With some old-time restaurants that brought such experiences shutting down during the pandemic, Wednesday nights at Cobbler became the new destination to beat mid-week blues with music by high-calibre artists from cities like Bombay, Delhi, Bangalore, and sometimes even abroad.
PEOPLE & PALOMA
On recognising the consumers’ need for more variety at the bar, and also acknowledging that people also wanted to bring in the weekends a little early, People & Paloma was introduced. This IP brings together collaborations with personalities and brands across different areas, like food, music, cocktails, upskilling and more, making Thursdays community nights at the bar.
CREW NIGHTS
Recognising your loyal patrons goes a long way for bar positioning, and Crew Nights do just that. They are monthly, curated, themed events hosted at the bar. To maintain exclusivity, these events are not promoted on social media. The Crew handpicks the guests they want to invite to it.
