Food + Entertainment Identity System Project
Graphic Design 2 – Spring 2025
For this project, I created a full brand identity system for Octopus Garden Cocktail Lounge, a fictional 1960s-inspired underwater themed cocktail bar. The lounge blends retro aesthetics with a playful, oceanic theme, offering live music performances, sea-inspired cocktails, and immersive entertainment experiences.
I began by researching the food and entertainment industries, generating five unique business concepts. After receiving feedback, I selected Octopus Garden Cocktail Lounge as my top choice. I developed a business model outlining the lounge’s concept, target audience, and services, emphasizing its nostalgic yet imaginative atmosphere.
I sketched 15+ logo concepts, exploring vintage and ocean-inspired motifs. After refining the designs through feedback, I finalized the logo in Adobe Illustrator.
The final mark captures the lounge’s playful yet sophisticated vibe, incorporating fluid, tentacle-like curves and retro typography.
I developed a cohesive visual identity system, including: Color Palette: A mix of deep sea blues, coral pinks, and golden yellows, evoking a vibrant, aquatic ambiance with a touch of vintage warmth. Typography: A combination of bold, retro display fonts and clean, readable sans-serifs, reflecting the lounge’s playful yet stylish personality.
To showcase the brand identity, I applied it to various print and digital mockups, including: Cocktail Napkins: Featuring the logo and wave-like patterns for a branded touch.
To showcase the brand identity, I applied it to various print and digital mockups, including: Business Cards: Incorporating the logo, contact info, and playful oceanic design elements.
To showcase the brand identity, I applied it to various print and digital mockups, including: Coasters: Designed with bold colors and sea-inspired illustrations.
To showcase the brand identity, I applied it to various print and digital mockups, including: Menus: Highlighting the cocktail and appetizer selection with thematic graphics and retro typography.
