Interior of a bar with a wooden countertop, green tile base, brown leather chairs, and shelves with liquor bottles. Large windows and a sign reading 'Rough Tumble' are visible.

Rough & Tumble Pub

Home to women’s sports

Five percent. That was the amount of media coverage dedicated to women’s sports in 2022 when Seattle entrepreneur Jen Barnes picked up the flag and started charging the field. Focused on changing the airtime–conversation and value–of women’s sports, Jen was intent on opening Seattle’s first female sports pub. In doing so, every person who cares about women’s sports would be invited to turn up female fandom in unprecedented ways. To accomplish this, Jen knew she needed a partner expert in crafting boutique, story-driven experiences rooted in history made new.

Roles:

Strategy
Positioning
Brand Development

Brand Articulation
Brand Narrative
Creative Direction
Art Direction
Identity Design
Design
Illustration
Collateral Design

Merchandise Design
Copywriting
Digital Experience
Animation
Video Production

Orange circular badge with white text that reads 'Rough and Tumble'.

  
    A world where women win
  
  From the beginning, it became clear this was about more than a pub. It was about creating an epicenter, a platform, and a rally cry all in one. Our strategy focused not only on what this place would be, but also on what it would stand for: equal play, equal pay, equal everything. Loud and proud. Inclusive and inspiring. And really fun.  

When it came to naming, we looked to the essence of how women have always played–with grit and gumption. Inspired by one of the earliest women’s teams, the Dick, Kerr Ladies FC, often called “Rough Girls,” we brought forward Rough & Tumble. An unapologetic celebration of digging in, playing hard, and changing the game in the process.

Silhouette of a person jumping with one arm raised, with text that says 'Cold Beer Good Cheer' and a stylized lightning bolt underneath, on a red background.

Exterior of a women's sports pub called 'Rough & Tumble' in Seattle, WA with orange walls, blue and white graphics, and a silhouette of a woman running holding a golf club.

A table with a plate of French fries, a sandwich, a pint of beer, a menu, a drink coaster, and a smartphone displaying an Instagram post for Rough & Tumble Brewpub.

Let Her Rip!

Inspired by the aesthetic of the 1960s women’s lib movement, the brand identity celebrates heroic spirit via bold type and graphic details that push beyond the edges. The accompanying kit of parts features proud banners, bold voice, and silhouettes of female athletes in play. All in, it’s look and feel in the truest sense: active, inhabited, inviting, and unwilling to be contained.

Silhouette of a woman playing tennis with a racket raised above her head, on a beige background with an orange border.

Various t-shirts and a hoodie hanging on wooden hangers under a black banner that says "TOGETHER." The shirts have sports-themed logos and text, featuring colors like white, gray, navy blue, peach, orange, and black, displayed against a dark blue wal

Display of 'Rough & Tumble' promotional materials, including stickers and badges with a football player silhouette, in blue, orange, and white colors, arranged in clear plastic holders on a black surface.

Sign with the words 'All Gender Restroom' in bold, colorful letters, with a triangular background for the 'All' and 'Gender' words and an underline for 'Restroom'.

Person holding a burger with fried chicken patty, lettuce, sauce, and a glossy bun

People socializing in a sports bar with a pool table, photo booth, and multiple TV screens showing a soccer game.

A table with a glass of beer and various plates of food including sandwiches, chips, and a burger, with a can of soda in the background.

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