No pub is complete without a little irreverent attitude and Honolulu’s Ferguson’s Pub has it. Ferguson’s is an Irish pub, rebranded and essentially recreated from the original Ferguson’s. A new direction was needed when the original owner, John Ferguson, passed away in 2011 and the resulting branding pays homage to John with the ship theme. John was a ship worker and the pub is located near a historical harbor in town, so the ship-in-a-bottle imagery is well placed. As the brand maker Scott Naauao says, Ferguson’s is the result of what happens when ship happens. It’s a playful brand with the necessary Irish themes (notice the shamrocks in the primary logo) as well as the nautical. This is a fine example of what happens when branding is used to tell a complete story of a location.

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