Laika – Brand identity & communication concept
WHAT? Two of the most experienced nightclub managers in Stockholm wanted to create a new kind of place in Stockholm. A melting pot for culture, art and music – open seven days a week with happenings every night. For this they wanted an identity and a strong communication concept that stood out in the vast mass of club communication in Stockholm. Mission impossible?
HOW? If you combine a copy machine, some glue, a grid and passion you can create wonders. Behind the punk DIY surface lies an orderly system, and behind that system a lot of heart. We took the 80's punk fanzine-esthetics and mixed them with a swiss style grid system. Adopting the mindset to the fullest, the first year all the final art for the flyers and posters where done by hand with scissors, pens, a lightbox, and a copy machine/scanner. Then printed on different coloured paper.
And the passion for Laika seems to seems to yield results. In just a couple of months it went from an newcomer to one the hottest places in town with queues for hundreds of meters on the weekends.
Concepts within the concept
We also developed some more concepts within the Laika brand. The first is Barrio, a suburbian south american inspired roof top bar. We made a simple vibrant design where everything is based on just four basic "bricks" from which you can create both the logo and an array of ever-changing patterns.