Jekyll & Hyde Logo Reflects the Brand’s Unique Personality by Paying Ohmage to Renowned Story
Jekyll & Hyde is a restaurant and bar that opened in 2018. in Boise, Idaho. The concept stays true to its namesake, the famous story of Dr. Jekyll and Mr. Hyde. While their logo, work of the Propaganda Creative, does indeed draw inspiration from Robert Louis Stevenson’s gothic novella, it’s more focused on its pop culture influences, i.e., the duality itself, rather than the Scottish author’s narrative prowess.
The phrase “Jekyll and Hyde” refers to people (or places in this case) with an unpredictably ambivalent nature: outwardly good and collected, but sometimes shockingly wicked and sinful.
In the story, Dr. Henry Jekyll is a refined, sophisticated, buttoned-up professional. This embodies the day-to-day business of J&H serving breakfast bagels, coffee and lunch to the local daytime crowd of downtown Boise. Mr. Hyde, on the other hand, is the alter ego of Jekyll - his wild side.
Different from his literal counterpart, Hyde embodies more harmless misdeeds. Mr. Hyde is that unpredictable, shirt untucked, adventurous, spicy, and wicked type. He represents the evening and late-night business of J&H serving greasy spoon bagels and wicked good sandwiches for dinner. Once the dinner crowd has moved on, the look and feel of J&H will flip a switch to lively nightlife and party crowd - complete with music, drinks and debauchery.
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