Tropicana

Brand design and project management

Business Aims

/Objectives

After 12 years of operating as a Brazilian themed venue, the business was facing an annual decline in revenue.

The venue was struggling to maintain its USP as being an exciting choice for guests seeking a more exciting, experiential and entertaining night out in a very competitive market space. The venue had a reputation of being a tired, worn out events space, unpopular with the consumer market as well as corporate event organisers.

The product offering was out of date, unpopular and lacked inspiration.

   Design Objectives

  • Create a new brand identity which excites, delights and captures the inspiration of our target demographic.

  • Create a brand which suggests a hedonistic tropical party paradise. A premium brand which is inclusive not exclusive, welcoming and friendly.

  • A consistent brand identity that embraces new trends however does not become dated. A brand identity that can be enjoyed all year round.

  • Create a brand which embraces the experience of Tropicana Beach Club

  • – Live, Exciting, Spontaneous, Hedonistic and Tropical.

  • A brand which will generate more customers, more sales

  • and more corporate event bookings.

​Strategy & Design

  • Create: Innovative, exciting, immersive. Engaging for all demographics

  • Challenge: How brand identity reflects this and helps build relationships

  • Be Aware: of Millenial change - Digital Natives and Socially orientated

  • Capture: The essence of a ‘feel good Summer’ and ‘tropical paradise’

  • Design: Beautiful, colourful presentations, interiors, cocktails, marketing material, animations, videos

"It was important for all parties involved to be part of the design process. Bashaar Khan, Head Graphic Designer of Maxwell’s Restaurants Group was responsible for bringing the vision of Operations and Marketing teams and over the past 18 months, the brand identity has been managed internally by one individual ensuring a consistent brand message. 

Bashaar worked closely with the interior designers and builders, CT Creative, web developers Propeller, CRM and E-Marketing platform, Airship and Bespoke Barware, responsible for bespoke and themed

barware. Collectively, the teams were able to bring to life the vision with a consistent tone, style and design ensuring that branding was reflected in physical design and visa versa."

- Anthony Knight,

Group Sales and Marketing Director

 

​The Logo​

The Tropicana Beach Club logo is based on branding you would expect to see more typically in a Caribbean holiday resort. After over 450 colour combinations, orange, blue and green were chosen to reflect chosen internal colour schemes.

We wanted customers to see the logo and instantly assume it is a ‘faraway tropical destination’ brand, to be surprised and delighted that in fact, this exotic venue can be found in London. A palm tree symbol suggests a tropical destination and is used throughout all communication.

The length of brand name allowed us to confront the duality of the venue‘s nature; playful and elegant. we thought a solid, firm foundation to 'tropicana‘ with rounded egdes sitting gently on a charming script font

would give the perfect impression (regarding the colour choice of colour would bring a sense of playfulness to this sophisticated coupling).

The alternative fonts were chosen to be used in conjunction with the logo as to complement the synergy of the logo fonts, in a less demanding way.

We carefully selected near-pastel colours that would reflect playfulness and fun without appearing too bold, boystrous or aggressive. The font choice would need to be elegant in nature so the overall appearance seems fun but not childish.

 

Venue & concepting

- Venue Interior Concepting

- Venue Exterior Design

- Uniform Concepting

 

Menu Design

The Tropicana Beach Club logo is based on branding you would expect to see more typically in a Caribbean holiday resort. After over 450 colour combinations, orange, blue and green were chosen to reflect chosen internal colour schemes.

We wanted customers to see the logo and instantly assume it is a ‘faraway tropical destination’ brand, to be surprised and delighted that in fact, this exotic venue can be found in London. A palm tree symbol suggests a tropical destination and is used throughout all communication.

 
 
 

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29.

Cliche Coffee-holic,

Likes Real Ales, Music & Film.

Works in City of London.

Sleeps in Hackney,

Educated in Brighton / Southampton.

Born and raised in Crawley,

Lives for Work, People & Work.

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