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Balthazar Lounge: Identity
Challenge: Changing the brand from high-end restaurant
to "lounge/hideaway" signaled the opportunity for Balthazar to create a new identity
package that would reflect the establishment's new attitude. With an emphasis
on descriptive's like "slick", "sexy", "hot", and "sultry", the new identity
was to integrate the provocative nature of the building's past.
Solution: A custom type treatment was developed to
reflected a clean lounge look, but added a touch of style and character to provide
unique but broad appeal. The brand mark became a stylized "b" embodying a flame
- the essence of "hot". This initial concept was executed with the idea of applying
the final image to virtually every aspect of the establishment. Loaded Image
has since continued the design treatment through elements such as bar tops and
outdoor signage to bar menus and "night cards", advertising specific in-house
promotions.
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