Overview
Project's Context
Problems
Shiru’s current branding is perceived as approachable and mid-tier, leaving untapped potential to position the bar as a highend destination. To achieve this, a rebranding effort is essential to craft a distinctive and refined visual identity that not only captures attention but also enhances the bar's appeal and redefines its status as a premium, high-end establishment.
Solutions
01 - Reflect a high-end aesthetic
Develop a stronger branding while maintaining the look and feel of a loft-style bar
02 - Develop a cohesive design system
Develop a cohesive design system that communicates the brand's unique ambiance and elevates its market position.
Research
Characteristics
Shiru is a Japanese-inspired hi-fi listening bar in Oakland that focuses on creating a cozy atmosphere for intentional listening and conversation, featuring a diverse music selection that primarily includes jazz.
Menu
The cocktail menu highlights Japanese whiskies, highballs, classic cocktails, sake, and local beers and wines.
Target Customer
Shiru's target customers are young professionals and urban dwellers seeking an elevated social experience in a stylish and trendy environment that balances exclusivity with comfort.
How might we redefine Shiru's brand identity to enhance its sophistication while maintaining its cozy, inviting atmosphere and authentic cultural essence?
Styleguide
Logo Exploration
In the logo exploration stage, the goal was to generate as many ideas as possible, fostering creativity and uncovering a visual identity that would resonate with Shiru’s essence as a high-end listening bar. I believe that a strong logo is one that captures the viewer's attention and lingers in their memory. Drawing inspiration from Shiru’s unique blend of a listening bar experience and its classic yet playful atmosphere, I sought to depict visual motifs such as cocktail glasses, vinyl records, sound waves, and symbols of classic or jazz music.
Logo Digitalized
Website Wireframes
The homepage serves as the digital front door to the brand, setting the tone for user experience and engagement. In this stage, the focus was on creating a visually compelling and intuitive interface that effortlessly guides visitors to key areas of the site. The homepage for Bar Shiru includes access to the menu, contact information, a section for the table reservation system, and a spotlight on upcoming events or featured artists.
key takeaways
This project seamlessly combined graphic design, branding, and interactive elements to create a cohesive and impactful transformation for Shiru. The objective was to elevate the bar into a high-end brand while authentically capturing its loft-style essence and appealing to its target audience through thoughtful and strategic design.
The one-month timeline underscored the importance of efficient time management and prioritization. Despite the short duration, the project successfully addressed multiple aspects, from thorough research to branding development and website prototyping. Developing multiple mockups of brand products proved invaluable in visualizing and refining the brand concept, ensuring alignment with the overall vision.
This rebranding effort exemplifies a professional approach to balancing creativity and strategy within a compressed timeline, delivering results that align with the brand’s elevated positioning.
