Navy Jerry’s is a rum bar and restaurant in Helsinki and like the name implies there is a strong nautical theme running through this branding. The maritime look of Navy Jerry’s is somewhat light-hearted, an intentional move by branders Werklig to set Navy Jerry’s apart from the rest of the restaurants in Helsinki that are similar, and there are a few of them. Using military-inspired tattoos as a theme and the iconic light blue of the all-things maritime, Navy Jerry’s delivers the theme well, but the lighter aspects of the brand help make the restaurant appeal to a younger generation of client that is a little looser and more inclined to accept and enjoy a quirkier branding effort a food establishment. The typewriter style typeface was created exclusively for Navy Jerry’s and it’s the perfect look for a marine look with a twist.
