Ponte Vedra Tap Room
001
Introduction
Client
Ponte Vedra Tap Room
Year
2023
RANDOM developed a custom mascot for Ponte Vedra Tap Room and let the community vote it into existence, building an identity that customers had a reason to love before it was even finished.
The Tap Room sits steps from TPC Sawgrass, one of the most recognizable golf courses in the country. The location is unforgettable. The brand needed to catch up.
001
Introduction
Client
Ponte Vedra Tap Room
Year
2023
RANDOM developed a custom mascot for Ponte Vedra Tap Room and let the community vote it into existence, building an identity that customers had a reason to love before it was even finished.
The Tap Room sits steps from TPC Sawgrass, one of the most recognizable golf courses in the country. The location is unforgettable. The brand needed to catch up.
002
Challenges
Plenty of bars exist near TPC Sawgrass. Ponte Vedra Tap Room needed an identity that felt ownable instead of generic, something a regular would put on a t-shirt and a tourist would remember after one visit.
A mascot is only as strong as the audience's relationship to it. Hand a community a finished logo and they tolerate it. Ask them to help choose it and they defend it.
002
Challenges
Plenty of bars exist near TPC Sawgrass. Ponte Vedra Tap Room needed an identity that felt ownable instead of generic, something a regular would put on a t-shirt and a tourist would remember after one visit.
A mascot is only as strong as the audience's relationship to it. Hand a community a finished logo and they tolerate it. Ask them to help choose it and they defend it.
003
Results
A mascot the audience picked. A brand asset built to last.
We partnered with an illustrator to develop two custom mascot concepts grounded in the Tap Room's golf-adjacent, laid-back personality, then ran a social campaign inviting the Tap Room's audience to vote on their favorite. The winner rolled out across social, merchandise, and in-venue presence. When a customer points at a t-shirt and says "I voted for that one," that's the work.
003
Results
A mascot the audience picked. A brand asset built to last.
We partnered with an illustrator to develop two custom mascot concepts grounded in the Tap Room's golf-adjacent, laid-back personality, then ran a social campaign inviting the Tap Room's audience to vote on their favorite. The winner rolled out across social, merchandise, and in-venue presence. When a customer points at a t-shirt and says "I voted for that one," that's the work.
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