The name, inspired by a piece of ephemera the chef had held onto for years, already hinted at mystery. Our role was to carry that intrigue into every guest touchpoint, turning a single logo into a complete brand world.
The brand system needed to feel like an entire universe rather than a single mark. Midnight Plus One called for a visual language full of drama, story, and texture, pulling guests into an imagined world the moment they sat down.
The brand takes shape as a 70s and 80s spy thriller.
The blonde femme fatale, the mysterious brunette, the henchmen on motorbikes - all appear throughout the collateral. AI-generated artwork gave them life, and they surface across coasters, matchbooks, menus, and graphics. The tone is eclectic and vintage-inspired, but layered with sexiness and intrigue that mirror the atmosphere of the lounge itself.
The identity turned Midnight Plus One into more than a bar. It became a fully realized world, with each detail contributing to the story. Guests encountered the brand not only through the interiors but in the objects they touched and took home, each piece carrying part of the narrative.
