Ethos
ETHOS is a safe place where people can come in after hours to wind down and discuss philosophical topics while drinking and listening to chill music
Deliverables
Environmental Graphic Design
Year
2024
Segment
Bar
Type
Branding
(01) Project Overview
Bread and Butter.
Ethos is a conceptual bar made for people who want to making meaningful, philosophical conversation while listening to live jazz music. It is a niche market that exists for those who wind down from their stressful jobs.
People are in need of third spaces, a welcoming community, where they can come in and enjoy themselves without having to waste too much money on shopping. Ethos is a franchise that consists of both standalone bars and located within upscale hotels.
(02) Challenge
Recipe for a Great Design.
The challenges that come with designing this bar was finding an execution to match the concept, which is to combine a bar and lounge with socratic discussion and activities. The goal was to make the bar sophisticated, exclusive yet attainable, and timeless. So I asked myself, what type of music that would fit best with this theme– and the obvious choice was jazz. It is versatile, and there are many subgenres of jazz that can be switched around to match each week's topic.
What's on the chopping board?
Adobe Illustrator
(03) Results
A pinch of salt goes a long way.
This resulted in using a serif font combined with hand drawn illustrations to capture the seriousness while also demonstrating the comfort and warmth through simple doodles on the logo. The use of dark green in contrast with beige along with a warmer palette exudes a sense of belonging and relaxation, perfect for winding down from a tough day.
Roles / Responsibilities
Design
Creative Direction
Copywriting
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