Brand Identity
Brand Strategy
Packaging Design
Verbal Identity
Website Design & Development
Notorious approached us with a bold vision: to create a one-of-a-kind speakeasy in Jalandhar, Punjab, that would stand out in the local bar scene. They aimed to capture the opulence of the 70s disco culture while channelling the secrecy and allure of the 20s speakeasies.
They envisioned a brand identity that paid homage to two distinct eras — the colonial period and the rise of 90s hip-hop culture, particularly the Biggie era. Notorious’ goal was to merge these diverse influences seamlessly in their brand storytelling, crafting a unique vision that blended the past and present.
To create a brand identity that encapsulates the essence of bygone eras and a contemporary flair. Emphasising the importance of music and a visual language that evoked nostalgia, Notorious’ brand essence was a fusion of inspirations that had to come through different elements individually.
Drawing inspiration from various periods and incorporating unique elements like NYC subway-style typography, our biggest challenge was striking a harmonious balance to bring their creative brief to reality. Moreover, since we couldn’t visit the site, understanding the space and curating a brand identity relied solely on Google Meets and client discussions.
To make Notorious a reality, we curated moodboards, conducted research into the various cultural references and explored numerous speakeasies in New York to be able to get an essence of the culture and embody it accurately in the brand identity.
Inspired by elements like Studio 54 and the subway system, we developed a visual language that fused past and present. While retro typography, a rich colour palette with gold accents using colour theory, and vintage imagery like vinyl-inspired designs evoked old-world glamour, illustrative elements on the stationery embodied their vision.
A visually captivating brand identity that celebrated tradition with innovation, setting Notorious apart in the competitive bar scene.
VISION
They envisioned a brand identity that paid homage to two distinct eras — the colonial period and the rise of 90s hip-hop culture, particularly the Biggie era. Notorious’ goal was to merge these diverse influences seamlessly in their brand storytelling, crafting a unique vision that blended the past and present.
PROJECT GOALS
To create a brand identity that encapsulates the essence of bygone eras and a contemporary flair. Emphasising the importance of music and a visual language that evoked nostalgia, Notorious’ brand essence was a fusion of inspirations that had to come through different elements individually.
CHALLENGES
Drawing inspiration from various periods and incorporating unique elements like NYC subway-style typography, our biggest challenge was striking a harmonious balance to bring their creative brief to reality. Moreover, since we couldn’t visit the site, understanding the space and curating a brand identity relied solely on Google Meets and client discussions.
VISION
To make Notorious a reality, we curated moodboards, conducted research into the various cultural references and explored numerous speakeasies in New York to be able to get an essence of the culture and embody it accurately in the brand identity.
Inspired by elements like Studio 54 and the subway system, we developed a visual language that fused past and present. While retro typography, a rich colour palette with gold accents using colour theory, and vintage imagery like vinyl-inspired designs evoked old-world glamour, illustrative elements on the stationery embodied their vision.
RESOLUTION
A visually captivating brand identity that celebrated tradition with innovation, setting Notorious apart in the competitive bar scene.