servicing naughty patrons
Located in the basement of the historic Aspen Times building in Aspen, Colorado [home of Auberge Resorts’ Hotel Jerome] – Bad Harriet is a bar that allows a guest to explore their darker side. This branding project was like no other. We had the opportunity to build a brand concept around the wife of the hotel’s original developer and proprietor, Jerome B. Wheeler, creating a cheeky narrative twist to Harriet’s otherwise well-behaved persona.
Apart from naming the bar and its specialty drinks, we developed the brand experience, and designed all the restaurant collateral. This really is a playfully mischievous brand.
Inspired by the dark, cinematic aesthetic of film noir and the femme fatale, Bad Harriet is the Queen Bee of Hotel Jerome. Midnight black tones met with high contrast gold illustrate the mysterious qualities of the Bad Harriet brand.
The Bad Harriet brand is the embodiment of modern edge meets timeless classic sophistication. Elegant and mysterious. Dark humor paired with dark colors and dark ambiance.
The Bad Harriet logo is a typographic mark inspired by film noir. This is a flexible logo that can stand alone or be paired with the bee icon.
The color palette is inspired by film noir and the iconic femme fatale. Dark, high contrast tones meet soft tones that speak to old Hollywood glamour.
Graphic elements are used to further the brand identification and help to visually communicate it. Bad Harriet has a complete set of brand elements that can be used on their own or combined.