Night School is a local bar selling craft beers and pizza in Athens, NY in the Hudson Valley. Athens is a former ice harvesting town - that's right, they distributed ice. So when creating a branding and illustration package for Night School to work with we developed assets that heavily referenced; vintage school vibes (vintage because no one is trying to get school age kids in there), neon lights for extra emphasis on the 'night' and the 'bar' aspect, and Athens history. We of course gave them their own school mascot and tagline "2 cool 4 school", which was both a chance to tie together the ice cube with school but also give it a bit of a rebel streak, this isn't actual school after all.
Night School is run by the same folks that produce and distribute Deep Fried Beers so we also had to consider these two brands would need to support one another.
