Objective
The goal of this project was to create a brand system and then apply it to a physical environment. In order to better streamline this process, I was also tasked with creating a brand look book. This look book was used as an aid to help better envision what my brand system would look like physically. The physical environment consisted of multiple elements, including a banner pole, kiosks, and a pop-up store.
My Approach
I decided to go with a pop-up bar for my physical environment. I wanted it to reflect fun, casual nightlife with the target audience being women between the ages of 21 to 45.
Logo Sketches & Inspiration
During my exploration, I was inspired by the rings that form over the heads of cartoon characters when they're dizzy.
I noticed it also resembles the rings seen in retro illustrations, and decided to include a subtle retro style, but still feeling modern as well.
Logo Development
While developing the logo, I explored a lot with type, weight, and the placement of the rings. Eventually I landed on the rings going around a lowercase 't'.
Final Logo
For the type, I ended up going with Craw Modern URW italic as I was inspired to connect the 'T', 'I', and 'P' to create a continuous wavy line. I did this to emphasize the dizzy feeling. This later became inspiration for the pattern.
As for the stars, I stuck with classic shapes to give it a more modern feeling. I strategically placed them around the rings so one of them could become the dot on the 'I'.
Colors, Icons, Type, & Pattern
For the colors, the pink was inspired by neon signs. The dark blue and purples were inspired by nightlife.
I used Craw Modern URW italic for its casual and fun characteristics. I needed a simple secondary type that wouldn't clash with the logo, so I paired it with Century Gothic.
The icons are outlines of common cocktail glasses and stars taken from the logo.
The pattern was taken from the 'tip' in the logo and modified to connect together continuously.
Look Book
Before jumping into anything three dimensional, I created a look book to get a better idea of what the brand would look like. I made an eight page booklet incorporating the brands colors, pattern, icons, type, and imagery in different ways. I also applied a grain to the imagery to mimic the warmth you get when drinking alcohol.
Banner Pole
After completing the look book, I then translated that into a set of banners to promote the pop-up bar. I had to ensure each face on the banner pole paired well when looked at from different directions.
Kiosks
After getting a good grasp of the brand direction, I was ready to create the kiosks that would accompany the pop-up bar. The only requirement for the kiosks was one had to be functional while the other could be decorative.
For the first, I created a directional kiosk based on the logo mark. For the second, I created a shelf that would be placed inside the pop-up which is based on the pattern.
Directional Kiosk
Shelf Kiosk
Pop-up Bar
After making the kiosks, I was ready to create the pop-up bar. To emphasize the nightlife theme, I gave the walls darker colors, and relied mostly on neon lighting to illuminate the bar. The graphics on the right wall were taken from the look book.
To give the room a more realistic look, I included a few different textures. The first is on the bar table, which is a dark chocolate wood. I chose this as it compliments the other colors and helps break up the room. Additionally, I included cocktail glasses, bottles, and a beer tap. The ceiling lamps are a shiny metallic and the table tops are a glossy enamel.
