SCENARIO
The Crack Fox, one of the most unrivaled bars in St. Louis (if not the Midwest) asked DESTROY to redesign its logo and brand identity. While the old identity was a labor of love from the owner, it had become outdated and needed a refresh.

THE PRACTICAL APPROACH
Logo redesigns from brands these days, sadly, seem to all follow the same pattern: flatten the design, mute the colors, and use a san serif font. Now your brand is guaranteed to attract a younger, cooler consumer. (Seriously, just google “bland brand design.”)

OUR PRACTICALLY DANGEROUS SOLUTION
Luckily, bland is not in The Crack Fox’s vocabulary. The “Bar for Misfit Toys” loves to be nonconformist and a juxtaposition of styles. One night it’s a burlesque show, the next a drag karaoke club, and then an upscale nightclub. Maybe all three in one night. In fact, their goal was to be known as a “dive bar cocktail house.” 

Our approach, then, was to emphasize what we called the Alchemy of Opposites — the magic that happens when seemingly incongruous ideas blend together in complementary harmony to create something new. A dive bar that loves to dress up and look posh; an upscale cocktail lounge that is at home and comfortable with going dark, mysterious, and underground.

The result: The new identity simultaneously nods to The Crack Fox’s past while paving the way for it to be an iconoclast of nightlife long into the future.