Live, Loud and Bonnie
Bonnie Rogues was designed to take everything you love about a pub and make it even better. We built the brand around four key values: Live & Loud. Uniquely Bold. Consistently Good Craic. Tradition Meets Tomorrow. These values ensured the brand would stay grounded in what makes pubs great while delivering an experience that feels elevated and exciting.
The name, "Bonnie Rogues," encapsulates this perfectly. "Bonnie" brought happy, carefree vibes and a hint of Scottish heritage, while "Rogues" added old-world charm and a playful, rebellious edge. The name captures the balance between warmth and boldness, giving the brand a clear personality that’s ready to take on everything from casual afternoons to big nights out. The idea of "going rogue" became central to the messaging, bringing a sense of fun and individuality to every part of the brand.
Giving bonnie her moment
Bringing a Legend to Life
To give the brand a face, we designed Bonnie by hand. Inspired by the expressive lines of 70s album art and band posters, her look is playful, confident, and full of personality.
Bonnie’s bold expression and swirling curls reflect her vibrant energy, while her wry smile gives her an intrigue that invites you in (just like the pubs she represents). She’s not just a mascot; she’s the heart of the brand. From menus to social campaigns and spinning wheels, Bonnie adds a consistent, recognisable presence that ties everything together.
Naturally she's hand-sketched and refined, adding more details as our designer and illustrator worked side-by-side on the wordmark and mascot, bringing synergy between both pieces of the brand puzzle.
Full of Character
The wordmark was created to complement Bonnie and ensure a seamless visual identity. Designed with bold, clean typography and elegant curls, it mirrors the handcrafted details of the mascot. Feeling classic yet modern, echoing traditional pub signage while maintaining a fresh, approachable edge.
It’s versatile enough to work across all formats, from pint glasses to digital campaigns, while maintaining the brand’s strong personality. Together, Bonnie and the wordmark create a cohesive look that stands out and feels instantly familiar.
Bonnie's visual language
Consistently good craic
To help Neos bring Bonnie Rogues to life in every setting, we developed a comprehensive visual toolkit. This included detailed brand guidelines, flexible templates, and a design language that could be applied seamlessly across in-venue communications and digital platforms.
From bold, attention-grabbing posters to engaging social media content, the toolkit empowers the Neos team to keep the brand vibrant and consistent. It’s designed to give them everything they need to roll out Bonnie Rogues’ personality and charm across every touchpoint, making it a brand that guests connect with wherever they encounter it.