Jimmy developed a charming, illustration-led brand identity for Bar Sardine, bringing the spirit of the cozy West Village spot to life through character design, hand-lettering, and playful visual storytelling. The system centers on a debonair, mustachioed waiter—equal parts caricature and icon—drawn in Jimmy’s loose, expressive linework. With his exaggerated posture, crisp bowtie, and effortless confidence, the character instantly conveys the personality of the bar: intimate, stylish, and a little mischievous.

The identity expands across touchpoints with a warm, analog sensibility.
• Matchbooks feature the full character illustration, printed simply and elegantly for an old-New-York touch.
• Coasters reinterpret the figure with a whimsical twist—extending his arm in a dramatic flourish, echoing the bar’s sense of performance and charm.
• Brand patterns and textures use soft, painterly stripes and hand-drawn lettering in muted greens and warm neutrals, keeping the palette understated but distinctive.

Every piece feels sketched by hand, yet refined enough for a hospitality brand. The illustrations balance sophistication with a wink, creating a visual language that’s approachable, memorable, and unmistakably Bar Sardine. Jimmy’s work distills the venue’s character into a suite of tactile, art-driven objects—turning everyday bar ephemera into miniature works of identity design.