Rough & Tumble Pub

Home to women’s sports

Five percent. That was the amount of media coverage dedicated to women’s sports in 2022 when Seattle entrepreneur Jen Barnes picked up the flag and started charging the field. Focused on changing the airtime–conversation and value–of women’s sports, Jen was intent on opening Seattle’s first female sports pub. In doing so, every person who cares about women’s sports would be invited to turn up female fandom in unprecedented ways. To accomplish this, Jen knew she needed a partner expert in crafting boutique, story-driven experiences rooted in history made new.

Roles:

Strategy
Positioning
Brand Development

Brand Articulation
Brand Narrative
Creative Direction
Art Direction
Identity Design
Design
Illustration
Collateral Design

Merchandise Design
Copywriting
Digital Experience
Animation
Video Production

  
    A world where women win
  
  From the beginning, it became clear this was about more than a pub. It was about creating an epicenter, a platform, and a rally cry all in one. Our strategy focused not only on what this place would be, but also on what it would stand for: equal play, equal pay, equal everything. Loud and proud. Inclusive and inspiring. And really fun.  

When it came to naming, we looked to the essence of how women have always played–with grit and gumption. Inspired by one of the earliest women’s teams, the Dick, Kerr Ladies FC, often called “Rough Girls,” we brought forward Rough & Tumble. An unapologetic celebration of digging in, playing hard, and changing the game in the process.

Let Her Rip!

Inspired by the aesthetic of the 1960s women’s lib movement, the brand identity celebrates heroic spirit via bold type and graphic details that push beyond the edges. The accompanying kit of parts features proud banners, bold voice, and silhouettes of female athletes in play. All in, it’s look and feel in the truest sense: active, inhabited, inviting, and unwilling to be contained.

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