Level Fifty – Visual Identity Design for a Rooftop Cocktail Bar
Level Fifty, a new cocktail bar in the bustling cityscape, aspiring to carve its niche as a premium rooftop bar in its locale with a unique al fresco drinking experience under the sun and stars. Inviting a diverse audience of sophisticated patrons, the establishment aimed to strike a balance between a cool and casual atmosphere whilst presenting 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 carefully chosen typeface with a high counter served as a foundation, symbolising the elevation of the rooftop experience and furthermore above the routine of everyday life. This message was enhanced by delicately stretching the letterforms of the logo to push this suggestion of rising above. The result is a mediterranean inspired, rustic word mark with character and dynamism.
– Typographic Detailing: Drawing inspiration from traditional Mediterranean bars and eateries that encapsulate this nostalgic 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 could be compared to a sunbathed Spanish villa.
– 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.
To read more about how I designed this brand identity click here.
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