MAHJONG COCKTAIL BAR
Date: October 2023
Scope: Branding, Visual Identity & Social
Mahjong is a speakeasy bar located in Toronto, Ontario, hidden behind an unassuming small pink bodega. As you walk inside, you'll find an illuminated entranceway with glowing red lights guiding you to a 60s-styled tropical Hong Kong setting. The bar is adorned with a vivid jungle scene, a pink marble bar, and a checkered floor, creating a glamorous retro atmosphere. The menu serves Asian street food with a more contemporary and sophisticated flare, and perfectly crafted cocktails with a Japanese influence.
This branding concept was created to capture the captivating and playful spirit of Mahjong, while presenting a refreshing aesthetic that truly embodies the essence of the bar.
VISUAL IDENTITY + MOODBOARD
The new logo successfully captures the sophistication and playfulness of the brand. I decided to pair a retro typeface with a modern san-serif typeface to create a strong contrast that strikes a balance between them. The decision to showcase the letter 'J' in cursive was made to connect the glamorous character of the bar with its retro undertones. This is also conveyed through the colour palette, inspired by the radiant red interior and tropical design elements.