SPEAKEASY by DESIGN ABSOLUTO for COMPANHIA TRADICIONAL

SPEAKEASY

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency DESIGN ABSOLUTO
Creative Director Pedro Luis Carvalho
Art Director Adriana Bernardi, Victor Chiofolo
Designer Clistini Camargo, Marcos Daltoso
Released May 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: COMPANHIA TRADICIONAL DE COMÉRCIO
Product/Service: BRASSERIE STYLE BAR
Agency: DESIGN ABSOLUTO
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: DESIGN ABSOLUTO, SAO PAULO, BRAZIL
Creative Director: Pedro Luis Carvalho (Design Absoluto)
Planning Director: Alessandra Baronni Garrido (Design Absoluto)
Art Director: Adriana Bernardi (Design Absoluto)
Art Director: Victor Chiofolo (Design Absoluto)
Designer: Clistini Camargo (Design Absoluto)
Designer: Marcos Daltoso (Design Absoluto)
Media placement: Permanent - At A Bar Basement - 01 July 2009

Describe the challenges and key objectives
Many challenges to pull this job: - Under the same name ASTOR, how to create a whole new idea of a place inside a place? - How to create a new brand world to a place that already had a well established one of its own? - How to make customers perceive it as a different place compared to the one upstairs? - How to make it appealing enough to drive regular costumers downstairs and attract new ones?

Describe the brief from the client
The client is already a well established brasserie style bar named ASTOR, with a jazz/bossa lively ambient atmosphere, but a basement bar that has always been the ugly duckling of the establishment. People rarely wanted to stay downstairs not even when they where waiting for a table upstairs to be ready. The client then decided to create a new bar in this basement, with a completely different feeling: a speakeasy concept bar, very dimmered lights, long dark red drapes, loud eletronic/rock music and a very sensual appeal. The place was named SubAstor.

Describe how you arrived at the final design

Taking advantage of the darkness in the basement and the long red drapes along the walls we developed a concept called: sensual inferno. From this concept, a strong identity supported by a bold hand lettering was created and a subtle devil's tail which is also an arrow pointing down inserted in the U letter to give an idea of something very subversive going on down stairs. The connection to the up stairs Bar Astor brand world of old fashioned posters was the usage of torn, ripped and folded old posters as background for the printed materials.

Give some indication of how successful the outcome was in the market
Where once was a boring place for the customers to hang out, it has become a huge hit on the São Paulo night with lines downstairs almost everyday. Besides the benefit of the place being well accepted, there was also a larger benefit of a younger crowd filled with models, actors and artists who started to hang out there, making the entire place look fresh again.