Since 2013, Sonny's Tavern has been a landmark of downtown Dover, NH, known for its handmade cocktails and house-made bitters, tinctures, and infusions. However, their original script logo conveyed a casual, neighborhood bar rather than the intentional, artisan-driven experience the team had developed over the past decade. The visual identity no longer reflected the bar's quality.

The rebrand addressed this disconnect by replacing the relaxed cursive with a bold, retro-modern wordmark that reflects the bar’s established reputation. A radiant coupe glass icon signals craftsmanship, while a secondary seal mark combines an engraved S monogram with the coupe and emphasizes the brand pillars: "Crafted, Classic, Local, Est. 2013." This system fits perfectly across all touchpoints, including signage, window decals, napkins, matchboxes, and coasters. The deep teal and cream palette delivers a timeless yet appealing look. All elements were designed in-house at Tangency, resulting in a brand identity that fits the quality of Sonny’s offerings.