Expanding customer bases.
Reds, part of the QT Queenstown hotel, is a bar with views to die for. But it’s branding was a little too racy. We couldn’t change the name or the interior, but we could reimagine the atmosphere Reds was counting on our design savvy to create a more inclusive environment that pulled more tourists, locals, groups and families through the doors (and not just men).
The entire design process from workshop to finished art has given the bar a better sense of direction.
Little bit of sass
Taking inspiration from nearby collages of retro skiers, as well as the pattern swatches of the hotel's furnishings, we introduced a whole lot of red, some fun and just a little bit of sass. Cut-out characters, bubbly voluptuous shapes, a new textile pattern, logo tweak and new tagline collide in compositions that feel fun, fresh and connected to QT Queenstown.
Cheers to widespread appeal
Reds now has an identity that gives it a consistent and authentic voice. One that is warm, cheeky and appealing to both men and women, singles and families. The entire design process from workshop to finished art has given the bar a better sense of direction, and led to a revamp of both cocktail and food menus. With a robust set of tools and flexible guidelines to follow, the client’s design team has the tools it needs to create ongoing advertising and social media.