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Case Study: Hap Rooftop Bar by Catch Restaurant

Project Overview
Nobrand Agency was commissioned by Catch Restaurant to develop the complete brand identity for Hap, a rooftop bar concept. The challenge was to create a distinctive brand that could compete with market-leading rooftop bars, all while aligning with the luxury dining experience of Catch Restaurant. From the name and logo to packaging, menus, and wall graphics, every detail needed to communicate an inviting yet premium atmosphere. Due to the success of the branding, Hap opened for franchise opportunities immediately after its launch.

Design Concept and Execution

1. Brand Name and Logo Creation:
   The name Hap was chosen to evoke a sense of joy and lightheartedness, complementing the vibrant rooftop experience while remaining easy to recall. Nobrand designed a sleek, contemporary logo that balanced elegance with a playful edge, using minimalism to ensure versatility across various branding platforms. The logo’s clean lines and modern typography set the tone for the entire visual identity.

2. Brand Identity and Color Scheme:
   Nobrand curated a color palette that reflected the energetic yet sophisticated vibe of Hap. A mix of deep metallic tones, such as midnight blue and gold, was paired with lively accents like coral and teal to add a fresh, inviting feel. This balance of luxury and liveliness helped differentiate Hap from other market leaders, offering a unique blend of warmth and exclusivity.

3. Packaging and Menus:
   Packaging and menus were designed to be both functional and visually appealing. Nobrand created sleek, modern packaging for takeaway items, incorporating the brand's color palette and logo in subtle ways that felt cohesive with the overall experience. The menus were printed on high-quality materials, featuring bold typography and eye-catching visuals of the food and drinks to reflect the premium offerings.

4. Wall Graphics and Interior Design:
   The interior space, including wall graphics, was essential in reinforcing the brand’s identity. Nobrand designed custom wall murals featuring abstract cityscapes and nature-inspired elements to blend the urban rooftop setting with a sense of escapism. The branding extended to lighting fixtures, table settings, and even restroom decor, ensuring that every corner of the space felt cohesive and on-brand.

5. Competing with Market Leaders:
   Nobrand’s strategy was to position Hap as a premium, yet approachable, destination that could compete with established rooftop bars. The brand emphasized creating a unique, memorable atmosphere, allowing Hap to stand out not only with its sophisticated visual identity but also through its customer experience. The rooftop bar concept was designed to offer both exclusivity and comfort, making it a strong contender in the luxury nightlife market.

Challenges and Solutions

• Creating a Distinct Brand in a Competitive Market:
  The biggest challenge was to craft a brand that could stand out in a saturated market of luxury rooftop bars. To tackle this, Nobrand focused on creating a distinctive identity that blended luxury with playfulness, which resonated with Catch Restaurant’s clientele while appealing to a broader audience seeking unique rooftop experiences.

• Coherent Visual Identity Across Multiple Elements:
  Ensuring consistency across various brand touchpoints—from logos and menus to packaging and interior design—required careful planning. Nobrand developed a comprehensive brand guideline that outlined the use of colors, fonts, and visual elements, ensuring a seamless execution across all materials. 

Outcome

The branding for Hap was an immediate success, leading to franchise opportunities being opened right after its launch. Catch Restaurant’s vision of creating a market-leading rooftop bar was fully realized through the unique identity crafted by Nobrand Agency. The distinctive brand resonated with customers, setting Hap apart from competitors while ensuring a memorable and cohesive brand experience.

Conclusion

Nobrand Agency’s work on Hap demonstrates the power of a well-executed brand identity in carving out a space in a competitive market. By delivering a visually appealing, cohesive, and strategically positioned brand, Nobrand helped Hapbecome a standout destination in the luxury rooftop bar scene, offering strong potential for growth and expansion through franchising.