thee gintleman / branding & identity

Peter Lebese, better known as Thee Gintleman, is a class act, one of a kind, top of the game mixologist representing Cape Town. I had the pleasure of not only creating a logo for the alcohol extraordinaire a year ago but to also most recently create a visual identity and story for his Bacardi Legacy Campaign. This included a logotype, bottle label, mailable presentation, and social media assets.

Titled Thee Outsider, Peter pushes his fruity coffee mix of a drink in order to bring awareness to mental health within the bar industry. After speaking with Peter he mentioned that he wanted a lighter feeling around his campaign even though its a deeper, sometimes dark topic. He wanted to show the other side of facing the storm while coming through.

The visual representations I came up with are color and shape based. The lighter colors on top with clear sharp edges represent the happy feelings that are easier to show and explain, whereas the darker blobs underneath are the messy bits we tend to hide and have a hard time explaining. We’re layered complex creatures.