The iconic bar, restaurant and nightclub destination in Singapore, CÉ LA VI has rebranded with a new logo and identity system created by JKR (Jones Knowles Ritchie). The new identity involves a modernised logo and identity system that extends throughout signage, uniforms, table settings and digital touch points.
The logo is based on the signature red umbrellas that can be found at each CÉ LA VI outlet. According to Alex Boulware, design director at JKR, the red square is a really strong equity for the brand – so the agency found ways to amplify it throughout the space, such as on menus and uniforms.
The brand then created bespoke hand-drawn illustrations for each city location it plans on expanding into, which are used on printed collateral and in the interiors of the bars and restaurants. Each illustration captures the spirit of the destination it represents, by fusing together cultural, architectural and natural motifs into a tapestry of imagery. The brand is currently looking to open in new locations throughout 2018 and 2019 in Shanghai, Tokyo, Dubai, Kuala Lumpur, Taipei, Hong Kong and Colombo.
JKR conceptualised the theme of each illustrations, then worked with specific artists to bring them to life with rich, maximalist artworks that evoke the culture and atmosphere of each destination.
“The re-brand was a crucial project for us and critical to the business success as part our global expansion strategy. JKR excelled in unearthing the nuances and intricacies of the brand which resulted in a clear brand vision and design system for CÉ LA VI that deeply resonates with our audience both on a local and global scale,” said Áine Dempsey, group marketing director CÉ LA VI.
“CÉ LA VI is an iconic destination in Singapore, perched atop a building that affords it one of the most spectacular views in the world. Each of its new locations boast spectacular views as one of the brand experience hallmarks”, added Katie Ewer, head of strategy at JKR. “Our ambition was to create an identity system as distinctive and iconic as its locations.”
CÉ LA VI combines high end dining, a cocktail bar and a nightclub that hosts DJs from around the world. CÉ LA VI has been in the market since 2010, when it launched with its first location overlooking Singapore from the top of the Marina Bay Sands.