"At Eight" is a fictional arcade bar and lounge situated in downtown Vancouver, capturing the essence of the golden era of retro video games. Alongside its arcade experience, "At Eight" houses a microbrewery crafting unique beer flavours. My main objective was to create a cohesive and memorable brand identity that resonates with the generation raised on pixels and joysticks.
AWARDS
2024 Applied Arts Student Award for Brand Identity Design program
2024 Association of Registered Graphic Designers (RGD)
3 Honourable Mentions: Packaging Design (series), Brand Design & Placemaking Design
Gaming-Inspired Packaging Design
Each craft beer embodies a distinct character. Inspired by video game “Character profiles” that reveal abilities, stats, and backstories, I adopted this idea to showcase each beer’s unique flavor personality. This concept extends to salsa dips, where bold ingredients transform into vibrant characters, blending flavour and storytelling in every bite.
Environmental Design Meets Gaming Nostalgia
The environmental graphics at Eight seamlessly blend retro gaming nostalgia with brand identity. From the playful "Mastermind Brew Boss" brewing process infographic to backlit posters featuring pixelated happy hour designs, and striking PVC wall signage with neon blue LED strips, every element enhances the vibrant and immersive lounge experience.
Stationery and Other Brand Extensions
The Stationery and Other Brand Extensions for Eight blend retro gaming nostalgia with functional modernity. From RFID play tokens and die-cut business cards to playful napkins and eco-friendly takeout bags, every detail immerses guests in the arcade's world. Staff uniforms and badges enhance the fun, creating a vibrant, engaging brand experience.
Character Design: Painting with Pixels
Each character was meticulously crafted pixel by pixel in Adobe Illustrator, using a grid and the Live Paint Bucket tool to achieve authentic 8-bit aesthetics and vibrant details.
Logo Rationale
The logo reflects retro gaming with a pixelated grid, integrating a beer bottle and “@” symbol into the number eight. The name “At Eight” nods to the 8-bit era, infinity, and balance, while the tagline highlights gaming, craft beer, and food.
