If you’ve ever been a bartender, chances are you’re familiar with Jerry Thomas. Back in the 1800’s Mr. Thomas was blazing the drink-making industry, creating cocktails that are still enjoyed today. He’s so influential, he wrote the Jerry Thomas Bartender’s Guide, essentially the Bible of bartending and drink creation. Smart! was approached to develop a rebranding effort for what is Jerry Thomas today, a school that helps train bartenders as well as provide insight and resources to those looking to work creatively in the bartending and drink service industry. It also doubles as a bar of its own and the identity needed to reflect a modern corporate image as well as be universal in branding not just the school, but also the book and the bar. It’s a classic style that is familiar and authoritative. It’s corporate, but congenial. The branding works and it further establishes Jerry Thomas as the authority on all things drinks.









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