Introduction
Located in Port St Joe, Florida, The Haughty Heron is a prominent bar, package, and music venue that offers a breathtaking view of the marina and St. Joseph Bay. Facing a shifting local market, The Haughty Heron sought a brand refresh to transition from its cigar and bourbon lounge ambiance to a more vibrant and inviting yacht club atmosphere.

Objectives
The objective of the branding project was to provide The Haughty Heron with a comprehensive branding system, including multiple logo marks, fonts, colors, and suggested uses. Additionally, the goal was to create a brand identity that would enable the production and sale of merchandise, expanding their reach and revenue streams.

Research and Analysis
Extensive market research was conducted to gain insights into The Haughty Heron’s target market. The study revealed that the establishment appealed to local residents and tourists who enjoyed live music, particularly country music, and were drawn to boating, coastal life, and socializing. Notably, brands like Yeti and Yolo Board emerged as popular choices among the target audience.

Branding Elements
Drawing upon the research findings, the branding project incorporated a range of elements to capture the desired brand image. Multiple logo marks were developed to accommodate diverse applications, while typography and brand colors were carefully selected to evoke a coastal lifestyle aesthetic. Furthermore, designs for merchandise items like t-shirts and koozies were created, enabling The Haughty Heron to promote and sell branded merchandise.

Implementation
The unveiling of the new brand refresh coincided with The Haughty Heron’s grand reopening following an extensive building remodel. This highly anticipated event served as the ideal platform to introduce the transformed brand to the community. To further reinforce its identity, The Haughty Heron began hosting regular music concerts, cookouts, and lifestyle events, effectively engaging their target audience and solidifying their position in the local scene.

Results and Impact

The brand refresh proved immensely successful, propelling The Haughty Heron to become one of Port St Joe’s premier destinations for both locals and vacationers. The rebranding efforts facilitated the establishment’s expansion to include a vibrant beer patio, where live music performances now hit the outdoor stage every weekend. The Haughty Heron’s enhanced brand image attracted a wider audience, bolstering its reputation and significantly contributing to its business growth.

Lessons Learned
Through the process of revitalizing The Haughty Heron’s brand, valuable lessons emerged. The case study highlights the importance of aligning with target market preferences and leveraging a coastal lifestyle aesthetic to resonate with the desired audience. Furthermore, it underscores the impact of hosting engaging events and embracing the local community to cultivate a loyal customer base. Future branding initiatives would benefit from similar considerations and strategies.