Lady Victory: Branding SF’s Coolest Mobile Bar
Transforming a 1967 VW Bus Turned Bar into a Brand
BACKGROUND
Deanna Sison is a serial restaurateur. She is the mastermind behind Mestiza Taqueria, Little Skillet, Victory Hall & Parlor. When she and friend Mia Weening came across a 1967 VW bus turned bar, a business was born.
The duo came to Plinth to build a brand, create a website, and eventually help launch their new mobile beverage catering extension of Victory Hall & Parlor.
OBJECTIVES
Develop a distinct brand for Lady Victory that still feels like an extension of Victory Hall & Parlor.
Create a website for the new brand.
Introduce Lady Victory to the world.
STRATEGY
Position Lady Victory as a service that provides an all in one EXPERIENCE not just beverage catering.
Take full advantage of the VW Bus by giving Lady Victory a distinct persona and tagline.
Develop a website that is fun and easy to navigate.
Promote the launch of Lady Victory through event marketing.
POSITIONING AND PERSONA
Most beverage catering companies focus on providing expert bartenders and formal service that blends into the background.
Lady Victory is different, having Lady Victory at your event creates a vibe.
To ensure that the vibe stays consistent throughout the brand, we created an inspiration board and lifestyle persona of Lady Victory that we loosely called “California Soul”.
LOGO DESIGN
Our logo design took inspiration from vintage car scripts.
The chalice and leaf flourish was added to communicate a sense of celebration and make reference to Lady Victory’s mother brand Victory Hall & Parlor.
TAGLINE
The tagline needed to be simple, memorable, fun, but still explicitly
To communicate what the business is with a little bit of alliteration and a playful hint of rhyme, we created “Libations On Location”.
A WEBSITE THAT MAKES IT EASY TO TURN ANY OCCASION INTO AN UNFORGETTABLE CELEBRATION.
A big part of Lady Victory’s strategy was to be an easy, one stop shop for making an event amazing. We designed the website as a single page scroll to make it especially easy to navigate on mobile as well as on desktop.
INTRODUCING LADY VICTORY TO THE WORLD WITH VIDEO PROMOS AND EVENT MARKETING
After designing the Lady Victory brand, Deanna and Mia turned to Plinth to help launch their new business.
To build a buzz around Lady Victory and show her in action, we created the Ritch St. Block Party.
EVENT RECAP VIDEO
The Ritch St. Block Party did more than introduce Lady Victory to the public, the event helped create a email list of 1000 people .
PROMO VIDEO
The event also provided the opportunity to shoot photography and video to be used in future marketing materials
The complete event marketing campaign Ritch St. Block Party included an event website as well as a series of promotional video. See the full case study here.
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