This is a brand design project of ‘Bravo Carom Club’, a luxury billiard room, launched as one of ‘NEW’s expanded projects in the field of sports entertainment. The entire branding is based on the concept of ‘Mid Century Modern’ to create a brand that can attract new customers, maintaining the design grammar of billiards, and we conducted integrated brand communication for identity development, graphic design, package design and signage design.

Brand Identity

The logo of ‘Bravo Carom Club’ is intuitive. We focused on developing an identity, which can convey novelty, using an intuitive design grammar of the billiard room. As a result, a ‘three-dimensional logo’ expressing dynamics of three rolling billiard balls and preserving intuition was born, and an identity that can be used as both a word type and a symbol was developed.

Graphic System

The graphics of ‘Bravo Carom Club’ consists of round graphics and line graphics. The plane and three-dimensional round graphics express an interesting image of the billiard room, and the three line graphics help the round graphics stay balanced and stable.  Besides, navy with a luxurious image was chosen as the main color, and the three colors of the billiard balls were designed to transform in various ways along with the graphics.

Applications Design

The identity and the graphic system developed earlier apply to a variety of media ranging from subsidiary materials, packages and billiard supplies in the billiard room to staff uniforms and visual media. Customers can experience new billiard culture and services in the space with the identity of ‘Bravo Carom Club’, and we aimed to change negative perceptions of existing billiard rooms.

Signage Design

The intuitive identity of ‘Bravo Carom Club’ shines more in the signage. The ‘three-dimensional logo’ shows intuition of the billiard room better by implementing its three-dimension in the main signboard and the graphic signage. In addition, the signage developed is much more interesting and can win attention from many different types of customers by differentiating itself from the signage of existing billiard rooms.