From Shadow to Spotlight
Shadow Lounge logo and visual identity
Brand New
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Shadow
latest identity
Opening its doors in 2022, Shadow Lounge is a café-lounge that encourages artistic creation. Located at Sun Life Vietnam's De La Sól, a mixed-concept space, they promote themselves as a space that spotlights local creativity. They host meetings, exhibitions, and events in addition to serving coffee, beverages, and baked goods. They support and honor local creatives by curating and retailing their unseen, unfamiliar, and unknown work.
The spirit of exploration and experimentation is at the heart of Shadow Lounge's branding process. From coal to light, the team pushed the boundaries of what was possible in their quest to create a brand that embodied their distinct vision. This experiential approach is clearly reflected in the final design, with the logo and other graphic elements capturing the essence of the Shadow Lounge experience. The team eventually settled on an in-between version of the logo that perfectly balanced usability and uniqueness.
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