THROUGHOUT THE MONTH OF JULY, THE DOMESTIQUE POP-UP BAR SCREENS KEY STAGES OF LE TOUR DE FRANCE – THE RACE THAT STOPS A NATION (SLEEPING).
Throughout the month of July, the Domestique Pop-up bar screens key stages of Le Tour de France – the race that stops a nation (sleeping). We were approached to create the visual identity, print and digital communication. Having been involved in the sport of cycling for many years it was a project we were delighted to be involved in. The project was put together by the guys behind The Shadow Electric and the bar became a late-night destination for the Northside in Melbourne. The bar appealed to the hardcore cycling fan who would stay up all night to watch each stage of the Tour. To the inquisitive passer-by intrigued by the sport and keen for a late-night drink.
A Domestique is a cyclist who works hard within his team to benefit the team leader. They make sure the leader has enough food, water and are well protected from the elements during a race, much like the bar. Keeping this in mind, CC&Co. decided to create a logotype which emphasised the hard working nature of such a rider. Reminiscent of a superhero typography of Marvel comics and America sporting pennants. Initial ideas of cycling related iconography were soon dropped in favour for something more humorous. CC&Co. used a play on words approach to the main functions of the pop-up bar, cycling and drinking. The clever wordplay resulted in an approachable campaign that appealed to all levels of Tour fans, from the simple ‘Ales & Alps’ to ‘Voeckler & Vodka’ for the fanatical Tour viewers. The addition of illustrations highlighted the mountain stage profiles throughout the 3 week Tour. Overlaying each profile in the distinctive — Yellow, Green and Red. Each being the colour palettes of the major jersey categories of the Tour de France.
— Brand identity
— Visual language
— Identity application (across print and digital mediums)