Jolene’s | Annual Pop-Up Bar
Objective:
Jolene’s is Brother Wolf Bar’s answer to Knoxville’s annual Rhinestone Fest (previously Dolly Fest). One week in June, Knoxville goes Dolly-crazy, as if they weren’t already, and fills the local stores, restaurants, and streets with Dolly Parton themed food, drinks, music, merch, and more. Jolene’s was created for Brother Wolf to participate in this local tradition.
Concept:
While Brother Wolf and it’s companion restaurant, Osteria Stella, have quickly become Knoxville staples of fine food and drink, they still wanted this pop-up to agree with their personal brand of sophistication. If Dolly frequents the colorful country dive bars full of friendly locals, Brother Wolf’s elevated atmosphere is perfect for the sexy yet classy “Jolene.”
The final logo
The Three Jolene’s
During brainstorming, I came across a few open-source images of cowgirls. The client and I enjoyed their mysterious look, so after a good amount of photoshop magic, we landed on three “Jolene’s” to represent the brand. This gave us more personality than one cowgirl would have, and allowed for a little more interest for the general public when viewing each different poster around town.
Advertising
Brother Wolf is a big fan of a “Beyonce-esque” announcement. They like to drop small hints for the public, but keep the main event largely guarded until launch day. This year, our larger scale allowed me to create four social graphics formatted for feed, story, and reels, as well as a poster for each “Jolene.”
Social Media Schedule
Posters 1, 2, and 3
Posters in action
The Menu
The menu should be the quintessential piece of this brand. If you don’t have social media or haven’t seen the posters, you should be able to glean everything you need to know about the brand from the menu. Alongside delicious cocktails curated by Brother Wolf staff, I chose the most popular “Jolene” girl among staff and myself and created a visually interesting, but still readable, cocktail menu.
The menu
The Bar
The interior design of the bar is largely up to Bar Manager AJ Tierney, my contact and collaborator on each Brother Wolf project. Her interior design vision was executed to compliment the brand’s Dolly-with-a-twist style.
On Your Way Out
You can’t leave Jolene’s empty handed. Guests need something to remember this experience by. On your way out, you receive a postcard with your check, plus a sticker or two if you’re lucky.
Souvenir postcards and stickers