The Brief & The Need
A sophisticated bar is situated in the heart-racing venue where the elites of the city of Hong Kong will gather at the bar for the quality time while enjoying the fascinating horse races.
While the bar is hitting its lowest customer flow due to COVID as well as the long not updated brand image, the younger generation of elites start to lose interest in the bar. It is where rebranding and rethinking the value of the bar is needed.
Current State - Bar Renovation
Research & Insights
Site visits to the bar and interviews with managers have shown that the interior and branding would need to integrate with the digital and socialising needs of the younger generation.
Take a deep look of 'Adrenaline' the word itself has gave us a starting point to brand the horse-racing excitement which is the utmost essence of the bar.
The Idea & Execution
Capturing the essence of the bar which makes it stands out from all the alcohol bars in the city is the effect of Adrenaline itself on human body.
'The Rush' - the excitement followed by a release that makes our minds blank.
The blank is captured with the white swirl among all the dreamy colours that excitement could bring us.