A complete brand identity and visual world for a cocktail bar and social club: logo system, print collateral, packaging, signage, uniform, digital presence and photography, built as one coherent world.
LUMÉ Bar Social — a late-night cocktail bar and social club off Botanic Avenue, Belfast. The brief: build a complete brand identity and visual world for a venue that had to feel like an insider's room — refined, warm, unpretentious, the kind of place regulars call theirs.
The challenge was consistency across formats. A bar's identity is rarely seen twice in the same place: it appears on a coaster, a matchbook, a lit sign above a wet street, the rim of a glass, a phone screen. It had to hold together across all of them and still feel like one room.
The direction settled on night as the palette — emerald, brass, ivory, terrazzo and walnut — and a mark simple enough to work at any scale, from a padlock keytag to a façade. The system was then applied end to end: logo suite, menus, member cards, matchbooks, coasters, bottled cocktails, glassware, brass signage, uniform, website and social.
Photography and film were produced in the same language, so identity and venue read as one brand rather than a design applied to a place.
The challenge was consistency across formats. A bar's identity is rarely seen twice in the same place: it appears on a coaster, a matchbook, a lit sign above a wet street, the rim of a glass, a phone screen. It had to hold together across all of them and still feel like one room.
The direction settled on night as the palette — emerald, brass, ivory, terrazzo and walnut — and a mark simple enough to work at any scale, from a padlock keytag to a façade. The system was then applied end to end: logo suite, menus, member cards, matchbooks, coasters, bottled cocktails, glassware, brass signage, uniform, website and social.
Photography and film were produced in the same language, so identity and venue read as one brand rather than a design applied to a place.
Print & Collateral
The Venue
