2020
Hipcat's Town Jazz Club
One of the central challenges was finding a way to represent jazz visually without relying on familiar symbols commonly associated with the genre.
Instead of illustrating musicians or performance scenes, I focused on interpreting the sounds and personalities of different instruments. Shapes inspired by drums, trumpets, saxophones, and double basses were transformed into a series of expressive illustrations that function as recurring brand identifiers throughout the system.
These illustrations became the foundation of the visual language, appearing across printed materials, merchandise, packaging, and promotional applications.
Jazz has always felt spontaneous, emotional, and slightly untamed to me. To capture that spirit, the illustration style draws inspiration from the work of Henry Matisse, particularly his bold shapes, simplified forms, and expressive compositions.
The identity extends beyond visual communication into the club experience itself. A custom beer card system was created as an alternative way for visitors to discover drinks. Each card corresponds to a specific beer, while the illustration on the card offers a playful visual clue about its character and intensity.
