An idea merely remains abstract till there’s some vision attached and with a unique mix of concepts, it’s challenging to strike the correct balance to bring your thoughts to reality. That’s exactly how we felt when Notorious came to us with their out-of-the-box ideas for this unique speakeasy.

Putting the idea of a speakeasy with the word ‘Notorious’ alongside, it's hard not to think of an over-the-top setting that’s slightly reminiscent of the disco culture from the 70s like the infamous Studio 54 or more so the iconic rise of speakeasies from the 20s. In an attempt to bring this culture to India, our clients came to us with the concept for Notorious, a speakeasy and experimental bar in Jalandhar, Punjab.

Pulling inspiration from the iconic era of Biggie in the 90s to the colonial settlement period, Notorious enters a dynamic realm where colonial charm meets contemporary flair. To pay homage to the rich cultural history and create an ambiance that captures the essence of eras gone by, Notorious orbited around the idea of past meets present both intertwining seamlessly.

Notorious by design follows a compelling brand identity with multiple inspirations from different periods.

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Notorious by design follows a compelling brand identity with multiple inspirations from different periods. 〰️

While the imagery is reminiscent of the colonial era and the rise of hip-hop culture, the typography for the logo draws inspiration from the New York City subway and signage system- also commonly used for speakeasies. The rest of the fonts used for other collaterals like the menu followed a similar theme and were more so retro than anything. These were incorporated into the menu design that felt rather eclectic.

The colour palette consisted of a range of rich primaries like red and blue alongside multiple shades of green all ornamented with a rich gold, bringing out the essence of old glamour and elegance.

The clients were big on music and wanted that to be the focal point of their business, with it being recognisable on the design and visual front as well. Nostalgia and reminiscing were evocated through and through, whether it was sourced images from the inspired time periods or even the vinyl design used for the invite.

The vintage aesthetic of the brand’s visual language followed through the design and was noticeable through and through. Being a bar, the illustrative elements spread throughout the cocktail menu became an important aspect and brought a transformative quality that embodied the past and present.

With a clean and effective design strategy, we were able to bring forward a vision that was one of a kind making Notorious’ appeal nostalgic, bold and dynamic celebrating tradition with innovation.