We were tasked with creating a brand identity for a luxury bar concept which spoke to the meaning of the word ‘resonance’ - The power to evoke enduring memories and emotions.

We kept coming back to the idea of Resonance growing outwards, inspired by growth in nature. Finding fractal-like patterns repeat themselves in different settings, like branches of a tree, mycelium networks, in coral reef, the veins of a giant lily pad, the satellite images of city lights, the sounds and emotions in a busy bar cascading across the space.

Each person that interacts with the logo will have a different experience and will resonate with it differently just like our experiences. It’s also an example of how a visual reference can resonate in varying ways given a nudge, the logo can be coral, the branches of a tree or the neurons in our brain, depending on which idea you resonate with.