It was never going to be an easy task to redesign The Old Man bar, one of Hong Kong’s most beloved bars in the business right now. But, five creatives at the Hong Kong-based .Oddity Studio have risen to the task: giving a bar with a cult-following a refreshed and innovative identity for its patrons. It’s full of “multilayered compositions with photography and expressive typographic layouts,” says Alice Mourou, creative director and founder of the studio. “The brief was to re-brand a well established bar and to give it a burst of energy to prove things are indeed getting better with time,” she adds. It’s a tie-in to The Old Man’s use of aged alcohol and innovative cocktails, which provided a wealth of inspiration for the studio. “We kept the original symbol of the bar and turned it into a system of dynamic shapes that still keep that recognisable visual, yet are more flexible and playful,” says Alice.
More interestingly, the bar has chosen to tie-in its identity with literature – much to the delight of the team at .Oddity. “We had to introduce a great deal of Hemingway’s writings, his life and work into the bar,” Alice explains to us. “The challenge was to adapt quite wordy content for the menu, with stories for each cocktail, a lot of information that can not be just simply laid out as a body copy as no one would read it in a busy bar.” To do so, the studio experimented with shapes and motion, “making it relevant to today’s social media which is anything but static,” says Alice.