FUBAR Visual Identity
Brand strategyVisual identity design
Logo
FUBAR is a creative drinks consulting business, paving the way in the bar industry as thought leaders in cocktail creation, drinks production and consulting bars and hotels in the industry.
Not only are they bringing their creative flair and know-how to the industry, they’re also trying to change it, lead by example, and make it a healthier and happier place to work. They’re experts in their trade, yet not afraid to break to mould... be out there and unappologetically themselves.
They needed a brand identity which captures their mutli-dimensional spirit (no pun intended!) and ethos. It needed to be experimental and creative, professional and slick but still full of energy and personality.
Through an extensive brand consulting process, comprising a brand toolkit and brand workshop, we creatively explored many avenues before reaching the final brand identity. We broke the brand apart, and put it back together.
The result is an identity inspired by the grid - which originated from Dan (the founder’s love for the analogy of the rubik’s cube to describe the bar industry), as well as the iconic grided architeture of the streets of Barcelona - the organisation’s home. I also brought in constructivism, and the concept of making and breaking the grid, to reflect their rebellious spirit. The grid and blue print style annotations represent the refining of their craft and their methodical and expert way of working.
The project involved an extensive brand toolkit and workshop, to develop two concept routes which were explored.