JBGB’S short for John Brown General Butchery is a restaurant located in the Remington neighborhood of Baltimore. This commission involved redesigning their cocktail menu to reflect the spirit and sophistication of their bar program. Known for traditional Americana food with an artisanal twist, the restaurant offers a mix of classic comfort dishes like burgers, chicken, and pizzas (both traditional and experimental). But the real driver behind this design was the atmosphere: the space is housed in a former butchery, and the industrial decor still echoes that history.
The bar program follows a similar logic old-school cocktails made with classic techniques and a few unexpected twists. The challenge was to marry the current identity of JBGBS with the bar program and give the cocktail menu its own distinct presence.
I found the balance through material and type: printed on traditional wax butcher paper, the menu includes layered typographic treatments and stamp-inspired graphics to create a tactile, punchy, and grounded visual identity that feels true to the space and the drinks it represents.