"The unique situation of co-ownership proved to be a playground for experimentation. Everyone in the Wunder Werkz studio got a shot at illustrating the pegasus mascot (fittingly called Peggy) and these many versions were then combined by the studio's head illustrator, Maggie, to creating an ethereal amalgamation. "We felt she was a really perfect visual representation of something that was very precious, but also a little silly," says Jon."
"As drinking culture declines and loneliness is on the rise, Semiprecious' mission of community is an important tenet of the business; first and foremost, Jon wanted to serve his neighbourhood and it's community. This vision was then extended to the broader design community and hospitality industry, to create an enjoyable space that conjures new ideas over drinks shared."
Semiprecious's visual language draws from American western and European drinking culture and centers on a pegasus silhouette logo. The pegasus mascot, Peggy, was illustrated collaboratively and combined into an ethereal amalgamation that balances something precious with a little silliness. The identity uses a warm ox blood and cobalt colour pairing and a custom script inspired by mid-century cocktail books and Le Corbusier's writings. Le Corbusier's Cabanon influenced interest in brutalism and the interaction between tactility and materiality. The design counters prevailing minimalism in hospitality and prioritizes community, neighbourhood service, and convivial spaces that spark ideas over shared drinks.
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