Located on the heart of downtown El Paso, The Reagan is a venue born from the love of music and eclectic style.

A commissioned disco ball by Yolanda Baker, who’s made handmade disco ball’s for “Studio 54” and “Saturday Night Fever.” Guests can also enjoy a Zoltar Fortune Booth, made famous through the movie “Big” starring Tom Hanks. Neon signs with quotes from famous songs by Joy Division and the Smiths, along with edgy wallpaper can been spotted on the walls. Skulls, snakes, angels, and animal prints are woven into the scene wherever possible.

Upstairs is referred to as “Tarot”, meant for those seeking to get away from the crowd or enjoy a VIP gathering. It has an underground feel, but it sits atop The Reagan and affords patrons a view of the entertainment spectacle on ground level.

This inspired us to create a simple typographic logo that expresses the uniqueness of an unlikely “drive bar”. Dark, hand-drawn illustrations serve as a guide to understand the complexity of the venue. Visual oddities were created to match the overall aesthetic found throughout the space. Everything from a plate to a jacket is a mystifying experience that takes you on a journey to deduce the story; something that is pure and punk and romantic all at the same time.

It is all in the details. The graphic iconography ranges from a classical sculpture bathing in a cocktail to a skull coffee cup to a moon split in half with lighting bolts. Napkins that have the “you’re so cool” from the movie True Romance and stylish black zippered jackets with the all seeing eye hand make The Reagan a true one-of-a-kind experience.