A jazz & cocktail club that functions like a modern cocktail bar with the soul of a vintage speakeasy.
Year: 2023
Scope: Naming, Brand Strategy, Brand Creation, Brand Identity, Package Design, Marketing and Advertising Graphic Design, Copywriting, Print Collateral
Deliverables: Menu, Coasters, Souvenir Shot Glasses, Event Poster, Subway Ad
Sunday is a jazz club that caters to beverage-enthusiasts and jazz aficionados alike. For art-lovers and artists alike, both in the culinary and musical arts, Sunday is for people want to embrace the rhythm and soul of jazz while enjoying a variety of well-crafted drinks and bar snacks.
Equal parts playful and modern, Sunday’s branding shows off a color palette that’s evocative of a classic jazz lounge paired with fun, modern line illustrations. The brand utilizes minimalistic layouts, hand drawn elements, and fonts that reflect the balance between tradition and modernity.
Process
Started with a rebrand
One important thing to know about Sunday is that it is a rebrand of a project I’ve been working on for 8 months. I wanted to redo it because it lacked the brand depth I want it to have. It didn’t have clear strategy and reasons behind the design, nor customer personas nor much awareness as to how the brand would be seen (i.e. posters, shot glass souvenirs, menu layout, etc). Also, the colors and font choices seemed expected and boring. This is what the first rendition of this brand looked like.
(Re)exploration of Color
In approaching a rebrand, I initially played with some color combinations to see how I would want to change the palette. I explored for this second color palette. I attempted to make more contrast and bolder color choices. I ultimately considered this to be too bold and modern for the brand so I scraped this idea.
Researching similar projects
I also looked at other projects with a similar jazz/lounge theme. Based on these, I considered three different type combinations.
Early logo exploration
I also looked at other projects with a similar jazz/lounge theme. Based on these, I considered three different type combinations.
Additional logo exploration
I also looked at other projects with a similar jazz/lounge theme. Based on these, I considered three different type combinations.
As for the line art illustration choice, I saw that from some of the projects I looked at- and noticed it fit in well with the concept of a jazz bar. Line can give way to motion and movement and that is related to music and sound.
Illustration Research
Next, I took a deeper dive into mood boarding for the line drawing illustration portion. I ended up creating a series of illustrations for the poster design.
I picked out what parts stood out to me so I could understand the illustration style.
Color Palette Evolution
Big learning experience
This project was a big nearly year long learning experience. Towards the end of this project, I came to realize that I needed to flesh out the brand’s purpose and audience in a deeper way so that the brand visuals could be truly tied to its’ identity. I essentially worked backwards- fleshing out the brand’s identity, purpose and audience towards the final stretch of this project.
Copywriting Process
From there, I delivered into copywriting- something I had never done before. I utilized ChatGPT to brainstorm “phrases and terms related to jazz music, live music, jazz venues and the jazz speakeasy vibes and scene.” I then utilized some of these phrases as jumping off points for constructing romance copy for the brand.
Romance copy
There’s jazz venues and there’s cocktail bars- but rarely do you find a place that has the exclusive feeling of a club while catering to both beverage-enthusiasts and jazz aficionados alike. In a marketplace that can feel a bit like the muddied bottom of a last-call nightcap (muddied with conformity), Sunday shines bright. For art-lovers and artists alike, both in the culinary and musical arts, Sunday is for people who want to embrace the rhythm and soul of jazz while enjoying a variety of well-crafted drinks and bar snacks.
The Club offers local and international flavors- infusing the idea that community should be supported- both near and far. This philosophy is reflected in the Club’s curated yet diverse selection of both food + beverage companies they choose to include on their rosters as well as the performing jazz musicians on their lineups.
Equal parts playful and modern, Sunday’s branding shows off a color palette that’s evocative of a classic jazz lounge paired with fun, modern line illustrations. The brand utilizes minimalistic layouts, hand drawn elements, and fonts that reflect the balance between tradition and modernity.
Sunday ushers you into a tranquil world where you’re revitalized by jazz, drinks and a delicious array of bar snacks in a tasteful yet comfortable setting. Sunday is sleek and elegant while having the heart of a musician; nonchalant and laid back, yet always on-tempo.
Overall Brand Basics
I did this towards the end- as it was my first time realizing I needed to really delve into this the brand’s core to deliver a better branding experience.
Target Audience: 30-65+
Buyer Persona Interests: Going to art museums, jazz clubs like Mezzrow and eateries like Eataly and Tavern on the Green.
Design Style: Sophisticated, Playful, Relaxed, Modern, Hint of Vintage
Goal: To attract more customers who are aficionados of art, culture and music. They want to have more booked out shows.
Final Brand Identity
