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Bēhance

Hard Rock Rebrand

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  • Hard Rock Cafe has amazing potential that it's not living up to. This full rebranding project uses their global influence and corporate structure to create a new Hard Rock that supports local, independent music and cuisine.

    Rock as a genre has evolved and will continue to evolve, so instead of designing a brand that will once again be outdated, Hard Rock would now evolve with rock. The branding would consist of a system of parameters, not restrictions, to guide the brand as a whole in a unified direction while allowing each individual city to express itself and the local culture.

    The logo features an amp, expressive of cranking up the local culture so loud, it can be heard anywhere around the world. Each city logo features a different grid, linked to the aesthetic and feel of the city and has a unique color palette within the larger red and neutral color palette.
  • For a teaser campaign, while each venue is being revamped, unbranded graffiti art pops up throughout the city  depicting amps with cables connecting to local icons. After a week, the Hard Rock logo appears, along with the message, "Culture, amplified."
  • Once the venues are ready to launch, it's time for Hard Rock to prove itself. LAUD is a 24-hour music festival to kick off the grand re-opening, with live shows from all 144 venues across the globe. Through the miracle of time zones, there will always be a show playing somewhere.

  • Hard Rock then establishes cred with the locals by speaking their language- both literally and through cultural nods only they would get. They also hire only local chefs for the local cuisine. "Touring" chefs bring their city's food to your city's rotating menu. Gig-style posters value the chefs like the rock stars they are.