After handing us the reins on Eloise — pun absolutely intended — Esplanade Restaurant Limited came back with something new: a cowgirl bar. Our brief was wide open, and we ran with it.

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Dolly's is built on pulp novels, spaghetti westerns, and line-dancing bachelorette parties. That's not a mood board suggestion — that's a fully realized world, and building it from scratch is exactly what we do. We started where we always do: with a name. From there, we developed the full personality, visual language, and every touchpoint a guest encounters before they order their first drink.

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The illustration suite was created entirely in-house — original characters, scenes, and a visual vocabulary that gave Dolly's a world to live in, not just a logo to hang on the door. We applied that world across the full restaurant branding system: signage, menus, staff uniforms, pizza boxes, merch, and more. For hospitality brands with more complex merchandise and packaging needs, the depth of that visual system matters — and Dolly's had both.

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We also worked alongside their social team to develop flexible graphic design templates and systems they could actually use, keeping the brand consistent long after launch.

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