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MiBar

Since its inception in 2003, Liquid Chefs pioneered a new brand of bar culture in South Africa as well as in other parts of the world. Now this cult-cum-company has embarked on a daring initiative to launch an exclusive digital network of like-minded people. Tailor-made for young tech savvy trendsetters, the online network, “MiWorld”, will connect members both physically and digitally and steer them to various MiWorld locations.
Liquid Chefs engaged with us to bring the online platform to life and create the virtual and physical spaces. The first step was to conceive an overarching brand identity-mechanism for the “Mi”-brand trilogy that is derived from the term ‘multimedia interactivity’. The MiWorld concept was brought to life as an interactive website with a contemporary brand identity – and the experience was extended further into the interior design of each of the venues, as well as in the various marketing materials.
With three different MiWorld venues in the making – MiBar, MiLounge and MiCafé – we experimented with ways to differentiate the locations but still connect them under the MiWorld brand. Using the subtleties of visual language, we established continuity through the use of a wordmark – a logo which doesn’t have a symbol. The wordmark creates a visual link between the venues, while still identifying each as a separate and uniquely-themed entity.
The design team created a multi-coloured logo which is made up of vivid splashes of colour that look as if they’ve been spontaneously thrown onto a canvass. The splashes of colour represent a connected network of people and the vibrancy of MiWorld nightlife. The primary brand mark and avant garde colour palette are defining features of the website (mi-world.co.za), and will be replicated in various forms on all the marketing materials such as invitation cards, email invitations, food and cocktail menus, etc.
As designers, we are not only creating the look and feel of the tangible elements of a brand – we are engineering perceptions and establishing an emotional connection between the brand and the end consumer.  MiWorld is both a sophisticated and seductive concept, and these are the qualities that we sought to convey through creative brand design.

Since its inception in 2003, Liquid Chefs pioneered a new brand of bar culture in South Africa as well as in other parts of the world. Now this cult-cum-company has embarked on a daring initiative to launch an exclusive digital network of like-minded people. Tailor-made for young tech savvy trendsetters, the online network, “MiWorld”, will connect members both physically and digitally and steer them to various MiWorld locations.

Liquid Chefs engaged with us to bring the online platform to life and create the virtual and physical spaces. The first step was to conceive an overarching brand identity-mechanism for the “Mi”-brand trilogy that is derived from the term ‘multimedia interactivity’. The MiWorld concept was brought to life as an interactive website with a contemporary brand identity – and the experience was extended further into the interior design of each of the venues, as well as in the various marketing materials.

With three different MiWorld venues in the making – MiBar, MiLounge and MiCafé – we experimented with ways to differentiate the locations but still connect them under the MiWorld brand. Using the subtleties of visual language, we established continuity through the use of a wordmark – a logo which doesn’t have a symbol. The wordmark creates a visual link between the venues, while still identifying each as a separate and uniquely-themed entity.

The design team created a multi-coloured logo which is made up of vivid splashes of colour that look as if they’ve been spontaneously thrown onto a canvass. The splashes of colour represent a connected network of people and the vibrancy of MiWorld nightlife. The primary brand mark and avant garde colour palette are defining features of the website (mi-world.co.za), and will be replicated in various forms on all the marketing materials such as invitation cards, email invitations, food and cocktail menus, etc.

As designers, we are not only creating the look and feel of the tangible elements of a brand – we are engineering perceptions and establishing an emotional connection between the brand and the end consumer.  MiWorld is both a sophisticated and seductive concept, and these are the qualities that we sought to convey through creative brand design.

Since its inception in 2003, Liquid Chefs pioneered a new brand of bar culture in South Africa as well as in other parts of the world. Now this cult-cum-company has embarked on a daring initiative to launch an exclusive digital network of like-minded people. Tailor-made for young tech savvy trendsetters, the online network, “MiWorld”, will connect members both physically and digitally and steer them to various MiWorld locations.
Liquid Chefs engaged with us to bring the online platform to life and create the virtual and physical spaces. The first step was to conceive an overarching brand identity-mechanism for the “Mi”-brand trilogy that is derived from the term ‘multimedia interactivity’. The MiWorld concept was brought to life as an interactive website with a contemporary brand identity – and the experience was extended further into the interior design of each of the venues, as well as in the various marketing materials.
With three different MiWorld venues in the making – MiBar, MiLounge and MiCafé – we experimented with ways to differentiate the locations but still connect them under the MiWorld brand. Using the subtleties of visual language, we established continuity through the use of a wordmark – a logo which doesn’t have a symbol. The wordmark creates a visual link between the venues, while still identifying each as a separate and uniquely-themed entity.
The design team created a multi-coloured logo which is made up of vivid splashes of colour that look as if they’ve been spontaneously thrown onto a canvass. The splashes of colour represent a connected network of people and the vibrancy of MiWorld nightlife. The primary brand mark and avant garde colour palette are defining features of the website (mi-world.co.za), and will be replicated in various forms on all the marketing materials such as invitation cards, email invitations, food and cocktail menus, etc.
As designers, we are not only creating the look and feel of the tangible elements of a brand – we are engineering perceptions and establishing an emotional connection between the brand and the end consumer.  MiWorld is both a sophisticated and seductive concept, and these are the qualities that we sought to convey through creative brand design.

Since its inception in 2003, Liquid Chefs pioneered a new brand of bar culture in South Africa as well as in other parts of the world. Now this cult-cum-company has embarked on a daring initiative to launch an exclusive digital network of like-minded people. Tailor-made for young tech savvy trendsetters, the online network, “MiWorld”, will connect members both physically and digitally and steer them to various MiWorld locations.

Liquid Chefs engaged with us to bring the online platform to life and create the virtual and physical spaces. The first step was to conceive an overarching brand identity-mechanism for the “Mi”-brand trilogy that is derived from the term ‘multimedia interactivity’. The MiWorld concept was brought to life as an interactive website with a contemporary brand identity – and the experience was extended further into the interior design of each of the venues, as well as in the various marketing materials.

With three different MiWorld venues in the making – MiBar, MiLounge and MiCafé – we experimented with ways to differentiate the locations but still connect them under the MiWorld brand. Using the subtleties of visual language, we established continuity through the use of a wordmark – a logo which doesn’t have a symbol. The wordmark creates a visual link between the venues, while still identifying each as a separate and uniquely-themed entity.

The design team created a multi-coloured logo which is made up of vivid splashes of colour that look as if they’ve been spontaneously thrown onto a canvass. The splashes of colour represent a connected network of people and the vibrancy of MiWorld nightlife. The primary brand mark and avant garde colour palette are defining features of the website (mi-world.co.za), and will be replicated in various forms on all the marketing materials such as invitation cards, email invitations, food and cocktail menus, etc.

As designers, we are not only creating the look and feel of the tangible elements of a brand – we are engineering perceptions and establishing an emotional connection between the brand and the end consumer.  MiWorld is both a sophisticated and seductive concept, and these are the qualities that we sought to convey through creative brand design.