Dear Sailor

We were approached by Dear Sailor to develop a new brand identity for their exclusive new bar in Spinningfields at the heart of Manchester. The concept was inspired by the underground jazz cafes of 1930s Tokyo. These secretive cafes, known as kissas, were bold, atmospheric spaces where people could let loose and explore new ideas, cuisines, and music during the era of Japanese prohibition. Locals would turn to outsiders, like trawler-men and captains, to smuggle in foreign music, delicacies, and alcohol, creating a melting pot of cultures. To make special requests for goods from across the seas, people would write letters beginning with “Dear Sailor,” asking for forbidden items like alcohol and records. This sense of mystery and anticipation was the foundation of Dear Sailor’s brand identity—a place where old meets new, offering an escape from the everyday.

Our design process began by immersing ourselves in the story behind Dear Sailor. We conducted workshops and explored visual concepts with the client, taking inspiration from the prohibition era’s clandestine nature. One of the central design elements was the idea of concealment. This theme drove many of our design decisions, including the wordmark, which uses a “strike-through” effect to partially obscure the text, echoing the prohibition-era need for secrecy and adding an element of intrigue to the branding.

We also drew inspiration from prohibition-era posters, which often used bold, strikethrough imagery to protest the banning of alcohol. Incorporating this visual language into the branding helped us connect to that historical moment, giving the brand a rebellious edge. The crafted “DS” monogram, with its fishtail-inspired flourishes on the serif letters, was a nod to the nautical origins of the name Dear Sailor and took queues from naval insignia.

We collaborated closely with architects AXI to ensure that the visual identity worked in harmony with the physical space. The use of materials such as copper and dark wood in the interior influenced the brand’s colour palette, which features warm, rich tones that convey a sense of sophistication without feeling overly formal. In print, touches of copper foiling, and blind embossing all added tactility and detail to the luxurious nature of the surroundings.