The challenge was to create a bar targeted at 22-35 year olds who are looking for an environment that is friendly and inviting, and yet neither intimidating nor pretentious.
The Publik is a bar that is casual, energetic and that encourages interaction. A distinct point of difference for the bar is the strong food menu something typically lacking in bars.
The name clearly communicates that this bar is a place for the people, by the people. The visual identity then takes up where the name leaves off; clever pairings with the word "Publik" sets up a whole verbal and visual language for the identity with a bit of attitude. Beer glasses are etched with "Publik Property" and, on a trip to the bathroom, patrons are met with "Publik Exposure" signs above the urinals. Coasters, banners and posters feature the word pairings with rock-and-roll imagery in a playful way: "Publik Enemy" is paired with an empty beer glass, and "Publik Consumption" with an image of an amorous couple. The consumer even encounters the brand as they are about to stumble home: a "Publik Transport" card with local cab numbers is included in their bill.