Chei Wen Bar
Proposed Rebrand [2024]

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Location

Melbourne-Naarm
[AUS]

SectorHospitality

ServiceVisual Language
Merchandising
Print-Based Media
Digital PresenceChei Wen, a dive bar opened in 2018 in Ivanhoe, blends a 1960s retro ethos with contemporary culture. Its eclectic décor and nostalgic soundtrack create a vibrant, “back to the future” experience.

Despite its popularity, the branding lacks cohesion and professionalism. The rebrand establishes a unified identity that reflects its retro-modern character and appeals to both loyal and new audiences.

[01] Visual Language

Logo Gridwork
Layouts The application of Chei Wen’s colour palette, icon, typography, and layout principles, demonstrate the logo’s versatility and providing a reference for consistent use across media.

Colour
Palette The updated palette adopts bold Scarlet and soft Forsythia, replacing muted tones to enhance visibility and emotional impact. Inspired by Vietnamese roots, it conveys warmth and community, anchored by black and white for consistency.

Typography NOHEMI delivers a clean, modern look with subtle tapering that complements the logo’s geometry. Versatile weights, tracking provide hierarchy, legibility, and a retro-contemporary tone.

Image
Library The image library should feature authentic shots of the venue, products, staff, and patrons to build a warm, genuine atmosphere. Using the brand’s warm palette, contrast, and subtle grain, imagery creates a cohesive vintage feel across digital and physical media.

[02] Merchandise

Physical
Collateral Mock-ups of Chei Wen’s physical collateral, illustrating the envisioned atmosphere of the bar. Each item incorporates brand colors, patterns, logos, and typography to create a cohesive visual aesthetic.  This reinforces brand identity while enhancing the space’s ambiance and offering patrons a memorable, character-rich experience. 

[03]

Print-Based Media

Menu +
Posters +
Business Card The brand pattern is consistently applied across menus, advertising, and business cards, creating a cohesive look that strengthens brand recognition. By using it prominently on cover pages and key touchpoints, the design not only enhances visual appeal but also captures attention and reinforces the brand’s identity.    

[04] Digital Presence

Social
Media The Instagram mockups highlight how Chei Wen’s identity extends across digital platforms. By applying its colour palette, typography, imagery, and logo variations, the concepts create a cohesive visual language that captures the brand’s retro-modern character and builds an engaging, recognisable presence online.   

Website +
Grid System A conceptual site was created to strengthen Chei Wen’s digital presence, featuring a minimalist looping wine bottle animation with the brand pattern. Departing from typical bar websites, this playful design enhances engagement and reflects the updated retro-modern identity.

The site is built in a 12 column grid framework aligned with the brand’s established visual language. This structure ensures consistent alignment, spacing, and hierarchy, echoing the rhythm of Chei Wen’s print and pattern applications. Set to 1920 x 1080px with 12 columns (138px wide, 15px gutters) and 49px margins, the grid provides balance, clarity, and seamless translation of the brand into digital space.