Sip. Stroll. Shop.
We built the brand for the Downtown Panama City Social District, from the strategy, name, and voice to the logo, the cup label, the signage, the video, and the web, so locals and visitors always know where their drink can go.
An idea with a track record
Savannah has let people stroll its historic district with a to-go cup for decades. In 2021, North Carolina passed a law letting its cities create “social districts,” and Kannapolis opened the first. Florida cities followed with sip-and-stroll zones of their own, like Gainesville’s. The idea is simple: let people carry a drink between downtown businesses and bring more foot traffic to the shops and restaurants along the way. In April 2023, Panama City’s Downtown Improvement Board started exploring a district of its own and asked the public what they thought. City commissioners approved it that November, and by December visitors could sip and stroll downtown two days a week.
The logo
A badge that reads like a good afternoon downtown. The bubbles do double duty: the water of the bay and the fizz in your drink, rising around a sailboat on a Gulf sun. The rules ride in the band, Sip & Stroll and Please Drink Responsibly, so the badge explains the district before any sign does. Full color on the cup label and over the city itself, one color wherever it needs to work hard.
Out on the town
We didn’t design a cup. We suggested a label: the badge on a sticker that participating businesses put on the cups they already use, which kept their costs low and put the logo and the rules on every drink. That little label became the brand’s hardest-working piece, the ticket, the rules, and the logo in one, and people can’t stop taking pictures of it. These come from downtown businesses, Destination Panama City, and locals out enjoying the district. Spot one of yours? Let us know and we’ll credit you.
Signage
Color-coded window clings tell you at a glance what each business allows: Beverages Welcome, Beverages Sold Here, or Please No Beverages, each with a QR code to the map. Map signs on the light poles show the district’s boundaries, with a QR code for the guidelines. Entry and exit signs mark where the district starts and stops; at the edge, one congratulates you for making it and asks you to finish your drink.
