Love it or hate it, Captain John’s restaurant at the foot of Yonge Street has been a Toronto landmark since the mid 1970’s.
Full disclosure here. Modu Design and Captain John’s are neighbours – we’re at One Yonge right across the street from its mooring. While the restaurant in its prime may have been a great place to go with family and friends those days are long gone and most will agree that the boat has fallen into what can nicely be called a “state of disrepair” or at worse case “a horrible eyesore”.
But when we read that someone saw a chance of new life in the old girl, Modu saw a chance to create a new brand identity to go with it. The latest rumour/twist in this long story is there’s a possibility that the boat could be towed to Hamilton and refurbished as a casino.
A historic ship turned into a casino? I mean, how could we NOT do it! Check out our hypothetical identity project for the new Captain John’s Casino:
Business Cards – Version 1
Business Cards – Version 2
Ad Poster – Version 1
Ad Poster – Version 2
Background:
Originally a luxury cruise ship in the Adriatic, The Jadran was purchased for a million dollars by John Letnik in 1975 and opened as a floating restaurant, bonus points here, he’s also the chef.
While once a popular spot for politicians and celebrities in the 70’s and 80’s, it suffered when Toronto’s restaurant scene became larger and diverse. In 2002, its owner John Letnik filed for bankruptcy owing over $5 million to creditors. In 2009 he put it up for sale but has been unable to find a buyer ever since.
In 2012 the city cancelled his lease agreement as a result of $500,000 owed on back taxes, rent and utilities. The ship’s water supply was cut and as a result the Health Department closed the restaurant due to the staff’s inability to wash dishes and their hands. The ship’s engines were also removed to prevent it from leaving until the debts to the city and the port authority were paid off.
Links:
Toronto Star: Captain John’s restaurant boat could have new life in Hamilton as casino
Website: Save Captain John!
