San Patricios

As part of our creative partnership with The Dead Rabbit we were tasked to create the brand world for San Patricios, a new Irish-Mexican bar that opened in Jersey City this September. The venue marks a new chapter for the award-winning New York group, known for redefining modern Irish bar culture in America.

San Patricios offered us the opportunity to build more than a bar identity - it was a chance to create a world where two cultures meet, merge, and celebrate their shared spirit.

The name San Patricios draws from history - a battalion of Irish soldiers who fought for Mexico in the 1800s. Rather than focusing on politics, we took this as a creative cue: a symbol of loyalty, rebellion, and cultural connection.

You’ll see type that shifts, stretches, swells and snaps. Not perfect. Not polished. But full of life. That’s where the San Patricios logo comes from. It’s a mix-match of lettering drawn from both sides, but never stuck in the past. Each character has its own weight, its own rhythm, its own style, like people pulling up to the same bar for different reasons. It nods to a shared visual language. Built not by designers, but by hands. The identity doesn’t follow rules, it follows feelings.
 It’s not here to be tidy, it’s here to be real and authentic.

Illustration sits at the heart of the system. Created by Florian Schommer, the illustration carries a storybook quality that evokes folklore, identity, and emotion - without relying on cliché.

Importantly, the brand is fully realised in situ. From signage to interiors, every element has been rolled out across the space, with real photography and physical assets forming the core of the launch visuals. This grounds the identity in real-world context, aligning with our creative philosophy of prioritising real-life activation over creative mockups.