photos by Meesh
BRand Identity & Strategy, Print & Digital Design, Social media
Goodtime Bar
is the first natural wine bar in San Jose, bringing fresh perspectives and experiences to the downtown community.
As Brand Manager, I helped expand the bar’s visual representation from a single logo to a full brand identity system, empowering the proprietors through collaborative, iterative design processes, and expanding our online presence with strategic content creation.
Goodtime Bar is an ambitious venture started by Steven and Ann, who wanted to share their love for minimal intervention wines and build a space that fosters a sense of belonging through good food and even better experiences. With an ever-evolving seasonal food program and an array of community engagements (e.g., run club, wine club, DJ events, winemaker takeovers, private events, and more), Goodtime Bar is the truly first of its kind in San Jose.
Since May 2023, I’ve helped establish Goodtime’s brand identity, boosting merchandise sales and setting up the proprietors for success through flexible design approaches. The bar’s identity reflects the balance between an aesthetic mirroring its minimalist interior, and a personality driven by friendliness and humility, through an earthy yet vibrant color palette, modern layouts, classic typography, and hand-drawn illustrations.
Developing a brand identity system and empowering businesses through design
In collaboration with the proprietors, I addressed the challenge of limited logo kit usage and budget constraints at the wine bar. Initially equipped with a primary logo kit designed by Risewise, the proprietors sought assistance in expanding its application to merchandise and social media. To empower them, I not only developed a brand voice and personality, emphasizing qualities like easygoingness and generosity, but also communicated the values of non-negotiable excellence for hospitality and a strong sense of community. Additionally, I established a comprehensive visual identity system, encompassing color schemes, sub-logos for the wine and run club, typography, and guidelines for illustration usage.
To further facilitate the proprietors' autonomy, I set up Figma templates for social media graphics and menus, offering a cost-effective solution. The result was a transformation from simple stationery to a flourishing merchandise collection, significantly boosting profits. Our collaborative efforts continuously adapt to the bar's dynamically shifting design needs, fostering an environment of ongoing improvement and innovation.
Building brand loyalty and strategically crafting digital content
Recognizing the pivotal role of social media in influencing consumers' decisions, I took charge to enhance a restaurant's online presence and drive sales. The initial challenge was to streamline content creation, social media management, and website maintenance to increase reach. Introducing a systematic approach, I developed a user-friendly system for accessing menu items and staying informed about upcoming events. This included establishing a streamlined content approval process and a well-organized content calendar.
My strategic focus on social media content strategy, driven by market research, industry trends, and insights, led to the identification of new business opportunities, including collaborations with local businesses. The result? A remarkable 14% growth in followers, doubling account reach within just three months, and a substantial increase in website traffic. Through community engagement on Instagram, we’ve successfully elevated brand visibility and fostered valuable industry relationships, ultimately contributing to the bar's overall success.
