Protagonist
Charlotte, nc
A nano-brewery
with a lot of heart.
SERVICES
DISCOVERY
- Competitive Analysis
- Market Research
- Trendscaping
- Audience Studies
- Creative Workshops
BRAND STRATEGY
- Positioning
- Brand Definition
- Brand Architecture
- Naming
- Messaging Guidelines
- Brand Guidelines
BRAND DESIGN
- Visual Identity
- Collateral Design
- Website Design
- Photography Creative Direction
- Production Management
EXPERIENCE STRATEGY
- Signature Touchpoints
- Guest Experience
- Customer Journeys
Environment design
- Concept Design
- Schematic Design
- Design Intent
- Construction Oversight
- Styling
AWARDS
Hospitality Design
- HD Awards, Visual Identity Winner
Interior Design magazine
- Best of Year Awards, Brand Identity
Muse design awards
- Gold — Interiors, Hospitality
- Gold — Packaging, Beer, Wine & Liquor
CREDITS
AvroKO Hospitality Group, F&B Strategy
The Approach
It’s fun to be in on a secret. A playful brand identity sparks curiosity: Cryptic, coded messages and questions pique interest, while an elevated, unfussy clubhouse-meets-taproom experience invites them in.
The Expression
Protagonist is simple and refined. A full alphabet of icons—representing 26 letters and 10 numerals—creates a stylish, uncomplicated, and in-the-know coded language.
The Space
Playful clear-and-yellow louvered panels provide a hint of secrecy as guests enter this bright, airy, and welcoming taproom. Bits of whimsy and mystique come through in the “curiosity cabinet” beer fridge and miniature overhead garden.
