Branding Layout Production Logo Design Web Design
gosh* Branding Journey
IT ALL STARTED WITH A MENU.
The chic lounge and bar in Florence, Italy attracted savvy tourists and local elite because gosh* was and will never be your normal tuscan bar. Customers felt transported to an art deco inspired lavish lounge. I was brought on by the small team of owners to create a menu that reflected the bar’s unique setting and offerings.
With an extensive and creative drink selection, I created the menu to read like an elegant guide book. The menu design enabled customers to quickly find their favorite or new drink with clear sections and custom infographics. Akin to the lounge’s tone, the menu married traditional typography with provocative visuals.
With an extensive and creative drink selection, I created the menu to read like an elegant guide book. The menu design enabled customers to quickly find their favorite or new drink with clear sections and custom infographics. Akin to the lounge’s tone, the menu married traditional typography with provocative visuals.
Welcome to
gosh* circus.
Gosh* quickly became a local spot for events. The cliente of gosh* became much younger, and closing hours became later. When covid hit Italy, gosh* had to suddenly pivot to serving outdoor pop ups. These three factors pushed gosh* into a premature visual rebirth that began with social media. To reflect the hectic changes, I designed the social media content using visual cues that challenged the pre conceived notion of class. The layout was more filled. The colors were louder. And the typography was more experimental. Followers responded well to the new look and wanted more. More content. More chaos. The creator and owner of the bar viewed this changing horizon as a circus: wild but captivating.
Although the menu is still used for private events such as wedding rehearsals and business aperitivos, the original branding and menu design no longer fit the daily tone of the bar. Gosh* needed a logo redesign, a new menu, and a website that reflected the insatiable visual appetite of the covid-changed masses. Over-consumption, irreverent provacatism, controversial counter culture, and commercialized nostalgia became the leading themes in the rebranding.
LOGO REBIRTH
The new logo was the most immediate sign of change to customers. The typography remained lowercase but became far more casual. The logo is usually found in its 3D rendering form; offering viewer realism that is separate from their own reality. The squishy letters invite drinkers to come in for a good time; while the plastic material signifies the consumerist tones of the rest of the visual identity.
The menu design speaks to the over-consumption we saw during the global lockdown and following the public’s return to nightlife. I created individualized advertisements for each cocktail that intertwine nostalgia and crass imagery. Each poster is styled very differently but they each leave viewers coming back just to take a second look.
GOSHCIRCUS.COM
The menu and identity needed to live online not only because of covid safety precautions, but also because gosh* now had the scandalous quality that could interest an audience wider than its Florentine customers. I altered the wordpress theme, created by Brutalist Themes, to satisfy the nostalgic yearning of generations old enough to miss simpler times and generations young enough to experience simpler things for the first time. Thus gosh* looks to be hosted on Windows 95’. The irreverence is carried through the website with random clips from commercials, interviews, and events ranging from the 70’s to the 90’s.
ALL IN ALL
