Brand Strategy Campaign
Located in the basement of the historic Aspen Times building in Aspen, Colorado [home of Auberge Resorts’ Hotel Jerome] – Bad Harriet is a bar that allows a guest to explore their darker side. This branding project was like no other. We had the opportunity to build a brand concept around the wife of the hotel’s original developer and proprietor, Jerome B. Wheeler, creating a cheeky narrative twist to Harriet’s otherwise well-behaved persona.
Apart from naming the bar and its specialty drinks, we developed the brand experience, and designed all the restaurant collateral. This really is a playfully mischievous brand.