Dawn Creative’s branding maintains the mystique for Dear Sailor

In 2023, Dawn Creative was given the task of shaping the brand for Manchester cocktail bar, Dear Sailor, which celebrated its first anniversary in December 2024.

Inspired by the speakeasies of prohibition-era Japan, Dear Sailor’s vibe was intended to be one of secrecy, excitement, and a touch of danger. The brief for Stockport creative agency, Dawn, was to replicate the distinctive atmosphere of 1930’s Tokyo’s jazz cafés, and carry that mood throughout all touchpoints, from interior styling to tone of voice. This was a project with a broad reach, in which Dawn would need to interpret the client’s vision into a consistent and captivating brand identity. 

Starting with the story and building out visual concepts, an authentic voice, and a cohesive identity, the Dawn team immersed themselves in what Dear Sailor was trying to achieve. Elements of quiet rebellion and low-key exuberance were needed to capture an ambience that was at once genuine and unique. 

Embracing the “strike-through” effect used within the prohibition era in all of Dear Sailor’s imagery, and creating an impression of secrecy and concealment, Dawn developed a sultry, atmospheric persona for the brand. It’s an image that has seen Dear Sailor quickly become far more than “the whisper of the town”. A year after launch, it’s now a staple of the Manchester bar scene. 

Oli Furze, Head of Design at Dawn, commented:

“Our vision for Dear Sailor was to take the client’s concept and turn it into a functioning reality. Taking inspiration from the secretive prohibition cafes, known as kissas, we knew that we needed to create a brand that was at once bold and vibrant while building an atmosphere of anticipation and mystery.  

“In creating a style that incorporates both old and new, we shaped Dear Sailor into an escape from the everyday, using a rich colour palette, with provocative strike-through imagery hinting at the prohibition-era need for secrecy and intrigue. To achieve this, we worked closely with the venue’s architects to ensure that the brand identity was built into its foundations.

“Did it work? We can’t fairly judge for ourselves, but there’s little doubt that Dear Sailor has become an integral part of Manchester’s bar scene. And we’re looking forward to seeing how the brand continues to evolve now it has truly grown into its identity.”