Brand design for Pinky Swear, a lounge located in New York. Pinky Swear is a multi-purpose space that functions as a restaurant, bar, club, gaming space, and gallery.
The branding work was undertaken by creative agency The Working Assembly. The project was comprehensive, from establishing a brand strategy to visual and verbal identity and practical application. The core concept was 'Escape in your community', that is, experiencing something different from everyday life through new stimulation within the local community.
The new brand introduced a logo system inspired by the Rorschach test in psychology. Like the interpretation of ink blots, it induces free imagination and immersion through abstract shapes that feel different to each viewer. In addition to the basic logo, various variant logos and animations were developed together to visually express a sensory experience that goes beyond reality.
The brand system was designed to be flexible and scalable to visually capture the multi-layered experience that Pinky Swear offers. Designed to be used consistently across a variety of materials and formats, including motion graphics, concrete textures, and glass etchings, the logo system simultaneously encompasses the physicality of the space and the emotional message of the brand.
