The Cabinet Bar & Lounge

Case Study: The Cabinet Beirut

Project Overview
Nobrand Agency, in collaboration with BUS Architects, was commissioned to develop the full brand identity and concept for The Cabinet, a cigar lounge located in the luxurious Marina Towers in downtown Beirut. This high-end venue required a brand that exuded exclusivity, sophistication, and timeless luxury, aligning with the elite clientele of Marina Towers. Nobrand handled every aspect of the branding—from the name and visual identity to packaging, menus, and signage—ensuring a seamless and immersive experience for the patrons. BUS Architects were responsible for the lounge's exquisite interior design, which complemented Nobrand’s branding efforts.

Design Concept and Execution

1. Naming and Brand Concept:
   The name The Cabinet was chosen to evoke images of exclusivity and curated experiences, much like a fine cigar collection stored in a bespoke cabinet. The concept centered on creating a space where patrons could indulge in refined tastes, with the branding reflecting both the elegance of the setting and the ritualistic nature of cigar culture. This formed the foundation for the design and narrative.

2. Brand Identity and Color Scheme:
   The core color palette revolved around a rich, sophisticated brick red, symbolizing warmth, heritage, and luxury. This was paired with accents of gold and deep charcoal to further elevate the premium feel. The intricate combination of colors ensured that The Cabinet stood out as a symbol of refined indulgence within Beirut’s luxury scene.

3. Typography and Logo Design:
   Nobrand created a logo that combined classic serif typography with subtle modern touches, balancing tradition and contemporary luxury. The custom typography, with its refined curves and lines, mirrored the elegance of the cigar lounge’s ambiance. The use of gold foil embossing on the logo added a tactile, luxurious touch, reinforcing the sense of prestige associated with the brand.

4. Print Elements: Menus, Packaging, and Bags:
   All printed materials, including menus, cigar boxes, and takeaway bags, were crafted with meticulous attention to detail. The menus were printed on heavy, textured paper, featuring gold foil and debossed accents that created a sensory experience even before patrons interacted with the products. Packaging, particularly for takeaway cigars, was designed to reflect the exclusivity of the brand, incorporating the brick red color and embossed logo with intricate details. The takeaway bags followed the same luxurious design language, making each aspect of the brand a premium experience.

5. Signage and Wayfinding:
   Nobrand also developed custom signage and wayfinding elements for The Cabinet. The signage was created using high-end materials such as brushed metal and leather, incorporating the brand’s colors and typography. Elegant and understated, the signage blended seamlessly into the environment while maintaining a sense of luxury and exclusivity.

6. Interior Design Collaboration with BUS Architects:
   BUS Architects designed the interior of The Cabinet to reflect the grandeur and exclusivity of the Marina Towers setting. Nobrand worked closely with BUS to ensure that the branding elements complemented the architectural vision. The lounge featured rich leather seating, dark wood paneling, and custom lighting fixtures, with Nobrand’s branding elements—such as the logo and color palette—woven throughout the space in the form of wall graphics, custom bar materials, and engraved finishes on key design details.

Challenges and Solutions

• Maintaining a Coherent Luxury Experience Across Elements:
  One of the challenges was ensuring that every branded element, from the menus to the signage, felt like an integrated part of The Cabinet’s luxury experience. Nobrand developed a detailed brand guideline to ensure consistency in the use of colors, materials, and typography, creating a cohesive identity across all touchpoints.

• Capturing Beirut’s Unique Blend of Heritage and Modernity:
  Beirut is a city known for its blend of old-world charm and modern elegance, and The Cabinet had to embody this duality. To achieve this, Nobrand combined traditional design elements—such as gold foil embossing and rich colors—with modern typography and sleek layouts. This fusion allowed the brand to appeal to both the heritage and contemporary luxury aspects of Beirut.

Luxury Printing and Finishing
A standout feature of the branding for The Cabinet was the luxury printing techniques used. The menus, signage, and packaging were adorned with intricate debossing and embossing details, which gave each element a tactile quality, enhancing the sense of sophistication. The use of gold foil on rich brick-red backgrounds added depth and opulence, ensuring that every printed item felt like a piece of luxury.

Outcome

The launch of The Cabinet was met with widespread acclaim, particularly for its cohesive and elegant brand identity. Patrons of the Marina Towers were drawn to the lounge not just for its high-end cigars and exclusive ambiance, but also for the attention to detail in every aspect of the experience. The luxurious branding, combined with the interior design by BUS Architects, positioned The Cabinet as one of Beirut’s most distinguished cigar lounges, known for both its aesthetic and atmosphere.

Conclusion

Nobrand Agency’s work on The Cabinet showcases the power of detailed, cohesive branding in creating a luxury experience. From the name and color palette to the tactile print elements and signage, every piece was designed to reinforce the exclusive, refined atmosphere of the cigar lounge. By working closely with BUS Architects, Nobrand ensured that the brand identity complemented the luxurious interior design, helping The Cabinet become an iconic destination within Beirut’s high-end leisure scene.