Ol' Charm Brand Identity

As one of Maryland's first vintage tap truck rental services, this classy chassis and her charismatic service team, really know how to pour on the Ol' Charm. Ol' Charm's founder had an exciting vision for a new company—turning a passion for classic trucks, craft beverages, and good ol' fashioned chivalry, into an extraordinary mobile bar experience. One that serves up top-notch hospitality, good cheer, and favorite craft beverages—all guaranteed to elevate any corporate event, private gathering, or festival with a one-of-a-kind experience. For this start-up, there was much to do beyond the meticulous restoration of Ol' Charm herself, a vintage 1954 Chevy pick-up—every aspect needed to be highly detailed. It was time to shift gears and build the Ol’ Charm brand.

Through brand discovery, strategy, and development, we determined how this unique opportunity could be positioned, visually and verbally. We started by imagining back to the truck’s heyday. The 1950s were a simpler time—the advertising, typography, and graphic design of that era were no exception. The spirit of that decade was the inspiration behind the entire brand identity. Every detail was considered carefully. Take for instance the brandmark—a wheel of taps that form the initials O and C—an icon reminiscent of graphics popular during that time. Then there's the tagline we developed, 'Driven by Craft.' ‘Driven’ not only refers to the truck itself, but is a nod to the owner's dedication and passion. ‘Craft’ speaks to the love of things done well (not the least of which, libations). Even the color palette was carefully replicated from a vintage 1954 Chevy paint chip guide. Each touchpoint was deliberate and every aspect became a proper homage to a great age in American history.

Throughout the process, we always kept in mind one very essential word: Charm. By definition, charm is the 'craft of delighting others through personality and beauty.' For this client, that word isn’t just in the name, it’s a working philosophy—a mantra. What we built was an inspired brand steered by strategy, style, and of course, charm.