I was approached on a freelance basis to design the business cards, flyer, menu and sign for Cru, a winebar that was to open up in Hamra, an area in Beirut that is full of life day and night and that is home to two big universities. There aren't many winebars in Beirut, and the owners wanted to educate the university students and young people about wine. They came to me with an existing logo, which I uplifted. After doing some research on wine, I realized that a lot of terminology used to describe wine is related to human characteristics. For example, you have full-bodied and fat wines, and apparently wine has legs! Accordingly, I proposed a humorous identity that plays on this parallelism between wine and people to educate people about wine in a fun way. This also led to the subline underneath the logo: "A lighthearted winebar," which also plays on the well-known adage that a glass of wine a day is good for the heart. I selected a range of typefaces to express the identity (credit goes to the AW Conqueror typefaces).
Logo uplift. I fixed the proportions of the letters and hollowed out the strokes to give them a transparent, glass-like effect. I brightened up the color to add some vibrancy to match the overall warm, lighthearted approach of the winebar.
On the flyer that was distributed to advertise the winebar, I applied one of the typographic compositions I designed for the identity.
Additional typographic compositions created for the identity that can be used on table tents or hung on the wall.
The big challenge in this project actually was to design a template for the menu on Microsoft Word for the client to constantly update! Luckily the fonts I had chosen are PC-compatible, and I managed to create a simple and slightly playful menu that the client could amend.
