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).
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.
The entire design process from workshop through to finished art has given Reds a better sense of direction, which led to the revamp of both cocktail and food menus. Reds now has an all-new identity that gives it a consistent and authentic voice.
One that is warm, cheeky and appealing to both men and women, singles and families With a robust set of tools and flexible guidelines to follow, QT’s internal design team has the tools it needs to create ongoing advertising and social media.