JONI TOHER | RECENT PROJECTS

A SWANKY CIGAR BAR GETS A FACELIFT:
REBRANDING A MODERN SPEAKEASY IN NH

Challenge: The owner of a chain of three cigar stores wanted a separate identity for his two swanky cigar bars with 2 locations in Portsmouth and Dover, NH. The challenge was to create an air of mystery, showcase the retro/vintage theme and decor, and highlight the exceptional level of service. He also wanted to attract a non-cigar smoking clientele and invite them to enjoy these beautiful lounges while introducing their live music venue at the Dover, NH location.

Solution: I developed a new name for the bar which suggests that this cocktail lounge is cigar bar without actually saying it’s a cigar bar to attract a broader range of clientele. A “slow burn” is the hallmark of a fine cigar and enthusiasts would easily understand the reference. I developed the tagline “A Modern Speakeasy” to create the air of mystery the client desired. I designed the retro/vintage style logo to include a subtle reference to smoke without being too obvious these lounges are cigar bars. I also developed a very unique social media strategy that allowed these lounges to advertise on Facebook and Instagram without drawing any attention to the fact that these lounges are cigar bars. This was achieved by taking advantage of a loophole – while you cannot advertise a business that promotes any kind of tobacco product, you can certainly advertise a lounge that allows cigar smoking that presents themselves as a cocktail lounge in their social media advertising. This was something no one had thought of for a cigar bar up until this point and it wouldn’t have been possible without rebranding the bars. (Both locations were formerly known as Federal Cigar Bar) This allowed the client to advertise their business on social media. 

Result: Slowburn Lounge now has a new image due to the rebrand. Both locations attract a broader clientele while still appealing to loyal cigar enthusiasts. The brand launch party was a huge success and with my strategy and creative direction for the social media efforts, this rebrand made a big splash and garnered tremendous attention both locally and with local media. It was a win/win/win situation. The client now has ample opportunity to advertise his lounges on social media without breaking any rules while continuing to elevate the brand. The management of the client’s Facebook pages and Instagram accounts were eventually handed over to a digital marketing agency, however I was responsible for 95% of the branded content for the initial launch of this effort.

: :  MY ROLE IN THIS PROJECT  : :

Full rebrand including new logo design
Brand strategy
Tagline development
Website design & development
Signs/environmental
Event Posters
Email marketing
Brand launch party marketing
Social media strategy
Social media video
Live music promo posters