Elephant Lounge
Bar Branding
Elephant Lounge is a sister concept to Elephant Room, a renowned jazz club located in the heart of downtown Austin. The original club is known for its laid-back atmosphere, dim lighting, and brick walls adorned with jazz-themed artwork, creating a cool and divey ambiance. This new approach is an upscale twist to it’s flagship bar.
Challenge: Craft the branding for a sophisticated jazz lounge that seamlessly blends the essence of its original locale with a touch of refined elegance.
Sketches
Elephant Room (Flagship)
Initially, I aimed to rebrand the Elephant Room due to inconsistencies in its branding approach. The website and social media platforms exhibited various design styles, indicating a need for cohesive refinement.
Sketches
My vision was to infuse jazz motifs and a New Orleans ambiance into a logo that could effectively resonate across all channels and platforms.
Digital Drafts
First Round
After reviewing my initial sketches, I leaned towards designs featuring bold elements that capture the vivacity and energy of a jazz bar.
Second Round
Upon receiving feedback about revitalizing an established brand known for its divey and unpretentious vibe in Austin, I opted to pivot towards crafting a sister bar that embodies a more upscale and refined concept. Consequently, I adjusted the name to better represent this vision.
Final Design
Reflection
Through this project, I gained valuable insights into reimagining an existing brand and launching a spinoff business rooted in its foundation. Crafting promotional materials for the brand proved to be an enriching experience, teaching me the importance of maintaining consistency while avoiding monotony. Overall, it was a rewarding journey that deepened my understanding of brand development and creative expression.