Doctor Kluger Olde Towne Tavern branding, by Elmwood


Elmwood has created the branding for a new London bar owned by The Breakfast Club.

Doctor Kluger’s Olde Towne Tavern is based behind a secret entrance along the Canary Wharf crossrail.

The consultancy has designed the branding and “personality” for the new bar, as well as the bottle for its own brand of cocktails. It has created the story behind fictitious character Doctor Kluger, which has also been carried through the interiors of the bar.

Rob Skelly, senior designer at Elmwood, says: “This has been a creative dream for Elmwood. We have been given the opportunity to create a make-believe story from scratch and then tell it in the real world.

“The first thing we needed to do was write Doctor Kluger’s history. We needed to give Doctor Kluger a personality – who he is and how he came to own a bar.

“We deliberately avoided representing the Doctor visually and this helped keep the air of mystery around the person behind the name.”

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