Food + Entertainment Identity System Project
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.
Research & Concept Development
I started by researching trends in the food and entertainment industries. Everything from themed lounges to vintage cocktail bars and live-event venues. From that, I generated five concepts and refined them through feedback. Octopus Garden stood out because it blended a strong visual theme with a fun personality. I wrote a business model outlining the lounge’s atmosphere, audience, and entertainment offerings, which became the foundation for the brand direction.
Logo Development
Mockups & Application
I sketched more than fifteen logo ideas exploring tentacle shapes, underwater forms, and retro letterforms. After reviewing and narrowing them down, I finalized the logo in Adobe Illustrator. The chosen mark uses smooth, curving lines and vintage-influenced typography to capture the bar’s playful but stylish vibe.
Identity System Buildout
With the logo set, I expanded the brand into a complete identity system:
Color Palette: Deep ocean blues, coral accents, and warm golden tones to echo an underwater lounge lit with vintage neon.
Typography: A pairing of retro display type and clean sans serif text styles to balance personality with readability.
Imagery Style: Wave motifs, stylized sea-life shapes, and fluid patterns that support the brand without overwhelming it.
This system created a cohesive look that could stretch across menus, signage, social posts, and event promotions.
To demonstrate how the brand works in the real world, I created mockups for several touchpoints a guest would interact with:
Cocktail napkins featuring the logo and wave patterns
Coasters with bold, high-contrast graphics
A full menu design showing the color and type system in use
Business cards for staff and management
These pieces helped show consistency across small-format print materials and gave the brand a polished, professional presence.
