Level Fifty Cocktail Bar
Visual Identity Design for a Cocktail Bar
The Client
Level Fifty, a new entrant in the bustling cityscape, aspiring to carve its niche as a premium rooftop bar in its locale, offering a unique al fresco drinking experience under the sun and stars. Catering to a diverse audience of sophisticated patrons, the establishment aimed to strike a balance between a cool and casual atmosphere while projecting an upscale and luxurious image.
Design Vision
In crafting the brand identity for Level Fifty, the vision centred around encapsulating the essence of rooftop bliss and the diverse appeal of al fresco gatherings. The goal was clear—to resonate with customers craving summer, getaways and escapism from their daily urban surroundings with the finesse and refinement of higher class experiences.
Creative Decision Making
Logo Design: A meticulously chosen typeface with a high counter served as our foundation, symbolising the elevation of the rooftop experience and furthermore above the routine of everyday life. Further refinement was achieved by delicately stretching the letterforms within the word mark logo to really push this suggestion of rising above. The result is a mediterranean inspired, rustic word mark with a lot of character and dynamism.
Typographic Detailing: Drawing inspiration from traditional Mediterranean bars and eateries that encapsulate this dream image of al fresco dining, the logo was adorned with extra typographic detailing, adding finer details and information reminiscent of retro European marketing and infusing a sense of the carefree spirit of summer.
Colour Palettes: Unique colours were chosen to set the bar aside from its competition. A dark luxurious green, reminiscent of high-end hotels took the lead and partnered with a warm and welcoming shade of cream – that may be compared to a sunbathed wall of a Spanish villa – to give us a crisp contrast of elements which we could use in the majority of the design assets.
Visual Assets: Lo-fi film photography became a key element in marketing materials and print assets, providing a nostalgic touch. These visuals positioned the cocktail bar as a summer escape and a nostalgic vision of summer holidays and better times.
Implementation
The brand design seamlessly extended across both print and digital realms, communicating the delicate alchemy of cocktail-making and the vintage aesthetic of traditional bars. The intentional integration of lo-fi film photography created a cohesive narrative, establishing Level Fifty as a cool and sophisticated destination with approachable charm and nostalgic escapism.
Capitalising on the business's unique selling point — a rooftop terrace — the brand identity positioned Level Fifty away from its competition, carving its own space in the city where it can stand unique and unopposed.
Results
The strategic fusion of design identity elements successfully transformed Level Fifty into a rooftop haven, offering an elevated experience under the summer sun. The brand's ability to resonate with a diverse audience through its charismatic and nostalgic image whilst offering sophistication and class positions it as a standout destination in its vicinity. It became an immersive destination, evoking emotional responses tied to the timeless allure of summer and open-air dining.
Conclusion
Through innovative brand identity design, Level Fifty has not only differentiated itself in a competitive market but also created a narrative that evokes deep, resonant emotions from its patrons by dialling in to their desires of a summer escape to a warmer and more carefree destination. This case study underscores the transformative power of strategic brand design in shaping a distinctive identity and fostering emotional connections with the audience.
