BRAND IDENTITY
UX Result
Victor Lounge was not just about launching a new venue; it was about creating a sensory identity that embodied luxury, indulgence, and refinement. The challenge was to move beyond conventional bar and restaurant branding, crafting a visual language that balanced sophistication with playfulness—timeless yet cutting-edge.
Project Context
The BBC My News app serves as a key platform for digital news consumption, but its lack of personalisation resulted in a generic user experience. Many users struggled to find relevant content, leading to frustration and disengagement. The goal of this project was to enhance content discoverability and engagement by providing a more tailored, interactive, and insightful news experience.
Identifying Challenges
Defining a unique identity: The branding needed to capture the avant-garde elegance of the space without resorting to overused industry aesthetics.
Creating a multi-sensory experience: The visual identity had to align with the venue’s atmosphere, evoking the interplay of light, music, and indulgence.
Maintaining a balance of tradition and modernity: The brand had to feel inherently Italian yet appeal to an international audience.
Ensuring consistency across touchpoints: Every visual element, from packaging to signage, needed to seamlessly contribute to the overall brand narrative.
Setting Objectives
Developing a distinctive, memorable brand identity that reflects the venue’s essence.
Creating a refined yet dynamic logo that embodies movement, energy, and sophistication.
Establishing a cohesive colour palette and typography system that enhances the venue’s atmosphere.
Extending the brand identity across multiple touchpoints, from print materials to product packaging.
Research & Insights
Visual storytelling in hospitality: Studying how leading high-end venues create immersive brand experiences.
Luxury aesthetics: Analysing how colour, typography, and composition influence perceptions of exclusivity.
Guest expectations: Identifying elements that make an environment feel both luxurious and inviting.
Design Process
The logo: A dynamic interplay of lines and curves, evoking the movement of champagne bubbles and the rhythmic energy of the space.
The colour palette: A refined combination of dark jewel tones and soft neutrals, reflecting the rich textures and intimate lighting of the venue.
Typography and graphic elements: A balance of clean, modern typography with delicate, organic details to enhance both sophistication and warmth.
Implemented Solutions
A visually striking and versatile logo: Designed to be effective across different applications, from signage to digital media.
Branded packaging and product labels: Featuring botanical illustrations that highlight the venue’s commitment to fresh, artisanal ingredients.
Cohesive brand guidelines: Ensuring consistency across all visual and physical brand assets.
Conclusion
Victor Lounge stands as a testament to the power of strategic and well-executed branding in shaping the identity of a luxury venue. Through a seamless blend of elegance and contemporary appeal, Victor Lounge now offers guests an experience that extends beyond the physical space—transforming every detail into an invitation to indulge.