Design Challenge and Design Ideas

The Irish Exit is a scalable, fast-casual pub concept created for The Dead Rabbit, the world’s most awarded pub. It’s first location is within the iconic Moynihan Train Hall in New York, but the business opportunity for The Irish Exit lies in providing a higher quality option to pub experiences that currently exist in transport hubs globally. The challenge was to create a brand identity that balances the charm of an Irish pub with the fast-paced nature of a transit hub setting. The design draws on Ireland’s rich travel heritage, evoking nostalgia while feeling contemporary and accessible. Taking inspiration from iconic railway signage, airline branding, and road signs, the brand reflects a journey filled with new destinations and unexpected delights. The identity’s playful yet refined character echoes Ireland’s welcoming spirit, making The Irish Exit a place where guests feel at home, no matter where they are travelling.

How the brief was fulfilled

The Irish Exit brand identity masterfully combines visual and experiential elements to create a dynamic, memorable experience that resonates with modern travellers while honouring Irish heritage.

The identity’s visual elements are deeply inspired by 20th-century Irish travel motifs, infusing the brand with a sense of nostalgia and adventure. The custom-made logotype is positioned within a grid that reflects the curves of a railroad track switch, symbolising movement and transition. The typography is a blend of three distinct typefaces, drawing from classic letterpress, mid-century luggage tags, airline tickets, and travel posters, which adds a recognisable personality and reinforces themes of travel and exploration. The strategic use of varying sizes and weights within the typography creates a strong visual hierarchy that guides the viewer’s eye, enhancing readability and engagement.

The colour palette is distinctly Irish, featuring field green, oilseed yellow, dark ruby red, and complementary rust. These colours capture the essence of Ireland’s landscapes and cultural icons, such as the dark ruby red inspired by the true colour of Guinness. This thoughtful use of colour conveys a sense of place and cultural authenticity, making the brand instantly recognisable and distinct.

The identity extends into digital and physical spaces, enhancing the guest experience through thoughtful design. Digital screen menus bring the brand to life with motion graphics that are vibrant and engaging, reflecting the lively atmosphere of an Irish pub. The inclusion of an analogue flapper board is a nod to the brand’s playful energy, displaying featured cocktails and menu items with the same charm as watching a train schedule update. This experiential element adds a layer of interaction and lends to the excitement of a journey.

Messaging such as “Your local Irish pub. No matter where you are,” reinforces The Irish Exit’s commitment to high-quality hospitality in a quick-service format. This thoughtful integration of brand values with visual and experiential design ensures that The Irish Exit stands out as an innovative, memorable brand within the competitive landscape of transit hub offerings.