Ragged Edge has created a brand strategy and identity for disruptive new City venue, WE ARE BAR, which launched last weekend. The name WE ARE BAR is designed to be inclusive, bold and memorable.
Focus groups and interviews enabled the team to understand WE ARE BAR's audience and forge the brand around their needs. The name WE ARE BAR takes inspiration from the beat of the city: the venture was built from the ground up to meet the unique needs of those who live and work in urban environments. The visual identity took its lead from the name, with a bold, energetic and direct approach.
"We wanted to put down a marker with a bold, disruptive and memorable name. A statement of intent that would underpin the entire brand," said Max Ottignon, Co-Founder of Ragged Edge. "It's a name that feels inclusive, neighbourly and wholehearted - a perfect expression of our strategy that set out to give the brand a point of difference rooted in genuine substance. The name also led us to a highly distinctive tone of voice, with copy forming a fundamental part of the identity - a rarity in the category."
The brand was brought to life across a suite of menus, brand collateral, photography and a website. A bracket device repeated in the interiors communicates inclusiveness, while a typographic-led system provides a distinctive tone of voice. The primary typeface, Anzeigen Grotesk is no nonsense, confident and direct, and was selected to match the bold tone of voice. It's supported by Berlingske Serif, which was chosen for its character and legibility in the low light of the bar.
A set of illustrations for wall posters were commissioned from artist Luis Dourado to reflect the brand idea 'The Beat of The City' and juxtapose escapist imagery with photography of the city. Colors used in the design touchpoints include a premium dark green, paired with a more contemporary light green and gold highlights. Ragged Edge worked closely with Grapes Design to ensure the interiors and design worked together harmoniously.