East Village Deck Copy



Intro Paragraph - The East Village is a small, friendly and relaxed cocktail bar in central Hyde Park, Leeds. In an effort not to hinder the ambience that its customers have come to expect, the bar tries not to advertise itself too much. Students in the area go to The East Village because of its intimate atmosphere, high quality yet affordable cocktails and events such as live music and quizzes which take place fairly frequently. This rebrand of The East Village’s visual identity, inspired by the classic dive bars that the venue itself takes inspiration from, gives them a more contemporary identity, matching their student based demographic, whilst still retaining the cool and friendly atmosphere it has worked hard to cultivate. 

Brand Guidelines - The star logo mark, inspired by vibrant American dive bars acts as a single signifying form throughout the whole visual identity. The star is evocative of the evening/night setting that the bar is open and the atmosphere and buzz within the bar. The bright varied colour palette helps communicate this vibrancy, inspired by the multitude of neon lights that typically fill dive bars. The typeface ‘Montag’ used in this visual identity is sleek and modern, with rounded terminals that mirror the curved lines of neon lights. 

Menu Design - The menu design is playful yet simple. With an economical application of the brands visual identity, colour and shape are utilised minimally. The overall layout is engaging and evocative of the overall visual identity, with the cocktails within laid out rationally and easy to read.

Banner - The banner at the the back of the bar, depicts a flavour diagram of the cocktails on offer at The East Village. This redesigned version utilises the guidelines of this visual identity, with the star logo mark emanating from the centre of the graph. Not only is it an engaging way to view the cocktails on offer, it also functions as a succinct way to emphasise the bars brand within the interior of the venue. 

Coasters - Similarly, applying the star logo mark to coasters is another way to apply this visual identity to the interior experience of the bar. The simplicity and clarity of the way the star is applied throughout this identity creates a very functional brand identity. 

Matchboxes - Matchboxes are a common thing to find in dive bars; as opposed to a business card that someone might put in their wallet for a while and eventually throw away, matchboxes have more functionality, meaning that this public extension of the bars identity has more longevity. Simply applying the star without any contact details about The East Village adds a level of intrigue and anonymity, which ensures the bar is not over advertised. 

Public Posters - In a similar fashion to the matchboxes, these posters are designed to subtly advertise the bar and to create intrigue. One of the main points of consideration for this visual identity was that fact the intimate atmosphere of The East Village might get disrupted by it being over advertised. For this reason, all aspects of the visual identity that enter the public space simply display the star logo mark, with no contact details or information. Some cocktail bars and dive bars retain a level of exclusivity by being ‘secret’; not advertising themselves and having no sign on the door so that the primary way people can hear about it is simply through word of mouth. Obviously The East Village isn’t exclusive, so advertising this way is a playful solution for the bar not to get too crowded. 

Stickers - Stickers are commonly seen in dive bars plastered on the walls or on the bar. These stickers function similarly to the posters, as a subtle way to publicly advertise The East Village.

Neon Sign - No dive bar would be complete without a neon sign. Stars have historically been used as navigational tools, so displaying the star in neon on the exterior of the bar has quite an inviting way of emphasising the bars location. Also, to all those people who saw a poster or a sticker featuring The East Village star and wondered what it was, this would act as a solution.

Event Posters - The East Village hosts a multitude of events. The posters advertising them are commonly only featured within the bar, or on social media, meaning they can be as vibrant as possible. These examples of event posters utilise the colours and typography of the visual identity, offering an engaging way to advertise these events to customers of the bar. 















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