Avant Garde Lounge Case Study
As an artist, going to places to socialize with other artists sparks inspiration which is important to strengthen the love of art. So that’s why Avant Garde Lounge came into existence. I wanted to create a space where artists can host exhibitions over some drinks to support one another financially and career wise; making opportunities for new, experienced and inspiring artists.
Why the name “Avant Garde Lounge?”
Having a place for artists to have a safe space was a priority so finding a name that was inclusive to all art was a challenge. The best solution to find a term to suit my needs was to look in art history text books and look up terms and eras to find inspiration. It took a bit to find the right name that suited the aesthetic of the brand but it worked out perfectly.
Once I got the name down, I started to design the logo. I was trying to make the logo mimic shipping containers or a one line art face situation. However, when I used the font Alta California, the font became more interesting than the illustration. I decided to mishmash text to create the final logo design and still applied the face abstract idea. For the responsive logo, I use the initials to create a face which is much simpler.
When I started with the deliverables of Avant Garde Lounge, I decided to illustrate the interior and exterior of certain parts of the lounge as my feature design. Since I wanted my lounge in shipping containers, it would make sense to challenge my illustration skills and draw environmental illustrations. I don’t normally draw extravagant backgrounds so this was a challenge to draw. In order to make it a little easier, I decided to make a 3D mockup to make it easy with drawing in perspective. My main goal for my brand is to make this place a fun but comfortable and welcoming atmosphere for artists.
I went through a lot of color palettes before landing on this mauve-like palette. I wanted bright colors but I didn’t want it to look like Chucky Cheese (no offense). I also didn’t want the colors to be too crazy so if someone decided to have an event, the colored walls wouldn’t clash with the artwork. This palette suited my brand perfectly at the end.
This design of the building was inspired by shipping containers. At first it was a warehouse, but shipping containers seemed more interesting, and reusing materials makes the earth a little bit more happier. I also wanted to make sure that this place didn’t look too similar to the storage container houses. I did research on shipping container restaurant and houses and they seem to look somewhat plain and the same throughout the pictures. Some had patterns but it wasn’t enough. I wanted my place to have levels and enough space to do events so I created a building shape to do so while noting that shipping containers tend to be narrow.
The second deliverable was posters. In order to promote and give potential customers information about events and the lounge, posters and business cards are a good choice. It also gave me a reason to illustrate more! I went with a bright but more mauve-like color palette throughout my brand and applied it to my posters with some patterns to make it cohesive. I wanted these to feel inviting and fun for creatives. I had to be more simple with the backgrounds to make the individuals and their clothes stand out.
Inspired by the patterns that I created, I decided to apply them to tote bags and poster tubes, making the collateral my third deliverables. Since artists would have the ability to sell their pieces, customers would need bags and poster tubes to carry art home. To make it more sustainable, the tote bags are a canvas material, cups are made out of recyclable material and the tube is made of plexiglass.
Menu and Business Cards Designs
For my final deliverables, I decided to go to a simplistic route for the menu and business cards to take a break from the patterns. To make the menu and business cards more cohesive, I used the same color palette. At first I made a Qr code so people can scan and the menu appeared on their phones but when I created illustrations for the menu, I decided to use dimension to show off the menu and the business cards! The menu drinks are really based on drinks that I tend to like a lot: Coffee, fruity and herbal drinks that are easier for people who aren’t much of a drinker or want a fun drink to enjoy while looking at art work!
I’m proud with how the deliverables came out, but if I would do things differently, I would illustrate more posters, design more products for the packaging department of the brand, make a more extensive menu with illustrations and make a website with much more illustrations! So all together, more illustrations.
Keisha Diggs ( https://www.behance.net/keishaalynnee)
Mock up creators at Freepik
3D modeling Autodesk TinkerCAD