Tavern Redefines the Pub Experience with Unexpected Brand Identity

Northland Properties has partnered with long-time agency Full Punch to develop the brand for its latest hospitality offering, The Tavern Collective. This concept reinvents the traditional public house, breaking down conventional category barriers. With a unique blend of steampunk aesthetics, a playful French Bulldog mascot, and a menu that challenges typical pub standards, Tavern provides guests with a refreshing and surprising experience.

“In a world of cookie-cutter lookalikes, Tavern is breaking the mould,” says Brett Wills, senior director of marketing at Northland Properties. “From the bright colours, steampunk aesthetic and brand visuals to the tone of voice, menu, and unique vibe, it stands out in every way.”

“Stepping into a Tavern is a sensory experience unlike any other,” Brett continues. “The atmosphere is both eclectic and inviting. The menu reflects this with a globally inspired selection of dishes that go beyond standard fare. Guests can enjoy everything from handheld sushi rolls and square focaccia-dough pizza with a cheese crown to enchiladas and hand rolls, all at affordable prices.”

Tavern seamlessly blends classic and nostalgic elements like arcade games and throwback tunes, creating a unique setting. A visit is the perfect combination of the past and the future, allowing guests to relax, unwind, and embrace the extraordinary.

At the heart of the Tavern's new brand identity is JD, a charming French Bulldog. “JD embodies the Tavern spirit - smart, playful, and loyal, with a twist of irreverence and a cheeky nod to the typical animal-themed establishments you’ll find around the world,” says Chris Zawada, founding partner and chief creative officer at Full Punch. “Paired with a bright colour palette and a witty narrative, the brand’s visual language reflects the unique experience and offerings that await guests at any Tavern location,” Chris adds.

Tavern is more than just a restaurant; it’s a collective - a gathering place for those who appreciate the unexpected and seek a departure from the ordinary. It is poised to become guests’ new favourite hangout. Tavern is part of the Northland Properties family, which includes Moxies, Denny’s, Chop Steakhouse & Bar, and more. The first Tavern opened in Calgary’s Deerfoot Meadows, with additional locations set to open in 2025, starting in Winnipeg this Spring.