Known around the globe for its 5 star accommodations and first class service, Trump Hotel properties are some of the best in the world. When it came to opening a new cocktail lounge in their SoHo property, Pearlfisher stepped in to help them create a distinct brand offer that could resonate with consumers in a unique way.

Our Design studio crafted an identity with clean lines and a mid- century modern aesthetic to bring Mr. Jones to life. The brand world is more effusive, filled with energetic flourishes and a provocative tone of voice. Stamped drink tickets, commemorative coins and a menu full of premium spirits and cocktails are just a few of the brand’s touch points, with a resulting 360-degree brand world that fits seamlessly within Trump SoHo.