Mackenzie Gaul
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Hop Sing Laundromat

Hop Sing Laundromat is a speakeasy themed cocktail bar in the Chinatown neighborhood of Philadelphia. As part of their allure and secrecy, this restaurant had no prior branding. This was my inspiration for rebranding Hop Sing Laundromat, in hopes that a brand presence could also potentially improve customer base.

Hop Sing Laundromat

 
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CHALLENGE:

Hop Sing Laundromat is a speakeasy-themed cocktail bar in the Chinatown neighborhood of Philadelphia. As part of their allure and secrecy, this restaurant had no prior branding. This was my inspiration for rebranding Hop Sing Laundromat, in hopes that a clean brand could also potentially improve customer base. I wanted to create something witty and crisp to reflect the sophistication of their craft cocktails, and the reputation they maintain as an exclusive and elite cocktail bar. 

PROCESS:

I wanted to incorporate the color blue to reflect the refreshing and crisp cocktails Hop Sing is known for. The cool color mimics the relaxed vibe once inside the bar itself. The gold color reflects the elite ideals they practice, only allowing people dress appropriately in and continuing to monitor their behavior to make sure it is up to their standards. The logo itself plays off of the name. As it is fronted as a laundromat, I chose to create a circular logo that resembles a washer with cocktails being spun around inside. The style I chose is also reminiscent of the Art Deco period which speakeasies thrived, while still maintaining a sleek and modern element with the simple line graphics. 

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APPLICATION:

For the brand application, I wanted to continue that tongue in cheek approach to their collateral. The menu, which would be distributed each night, would come with a small “laundry receipt” which you would fill out with your order for the bartender, keeping the surreptitious theme going.

There would also be a membership option for frequent visitors. only received after you have proven yourself a loyal customer.. Each member would receive an exclusive and personalized laundry membership card with a number. For the giveaway collateral, I used the same humor and avoided any specific branding, using either just the logo or decorative elements do there is no tie to the restaurant itself, maintaining the sneakiness of the brand.

 
 
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CONCLUSION:

For the brand application, I wanted to continue that tongue in cheek approach to their collateral. The menu, which would be distributed each night, would come with a small “laundry receipt” which you would fill out with your order for the bartender, keeping the surreptitious theme going.

There would also be a membership option for frequent visitors. only received after you have proven yourself a loyal customer.. Each member would receive an exclusive and personalized laundry membership card with a number. For the giveaway collateral, I used the same humor and avoided any specific branding, using either just the logo or decorative elements do there is no tie to the restaurant itself, maintaining the sneakiness of the brand.

Art Direction by Rod Whitney