KnightLife is a medieval fantasy-themed bar that always opens at sunset.
This experiential bar is geared towards people 21 and up, though its most frequent customer base is people of all genders between 21-35 years of age.
Three promotional posters for KnightLife that would hang around the city. Images manipulated in Photoshop.
CONTEXT
I was tasked to create a logo for a new brand of my creation. It could not share a name with an existing brand in the same industry.
Once the brand and logo was created, I must create at least three promotional pieces of my choosing. I took this project further by creating a full design system to flesh out my concept.
GOALS
My primary goal was to create an innovative spin on an existing concept; I want the branding to be fresh, but also the brand concept itself. I hoped to design an entire system with a strong story behind it.
CONCEPTS & PROCESS
Ideation of potential brand ideas and subsequent names.
Initial logo sketches for my main two brand choices: Cocka'do and KnightLife.
Computer iterations for the KnightLife logo, combining a knight's visor with a blackletter K.
Iterations of the logo and logotype.
CHALLENGES
My main challenges involved creating a balanced but recognizable logo and logotype that matched the vibe of the brand.
There were many pieces to customize on the logo even after taking it to the computer, and I wanted the K to feel dynamic—like the plume was floating in the wind. I studied various knight visors and asked for a lot of feedback to choose between different iterations.
For the typography, I played around with a few typefaces (left) before starting from scratch when I realized I was not happy with the mood it was portraying. From there, I had to find a way to make two words with very different lengths feel balanced.
FINAL ASSETS
Logo in different color ways.
KnightLife player cards, which would be handed out to patrons as they enter the bar.
DESIGN SYSTEM: THE EXPERIENCE
At KnightLife, you can come with a group of 2–18 friends to join the mystery drinking game.
When you enter the bar, you are assigned a role in the kingdom and play along throughout the evening to make sure the right person sits on the throne.
Personalized glasses for each player archetype. From left to right: queen, king, prince, and princess.
Here, they offer a selection of wines, meads, ales, and beers, as well as aptly named cocktails such as the Flaming Dragon (Fireball and chai) and a mystery drink of the night known only as the Cauldron.
During “Witching Hour,” KnightLife’s version of happy hour, the similarly enticing bar food is half off.
Sample menu and coaster. All menu items are named after fantasy-related concepts.
