Lower Deck

Branding, Web Design, Environmental Design

The Lower Deck opened in October 2018 in the renovated Dreadnought building at the University of Greenwich.
Dreadnought used to be a Naval Hospital and taking that into consideration, we were focused in a maritime-nautical approach for the name of the new bar and the brand identity. A vessel’s lower deck was sometimes where sailors would live, eat, drink, and have a good time on their voyages across the sea.

The whole brand identity is based on the idea of the new, renovated building and the old; the history of the place.
The logo combines a modern sans-serif typeface alongside with the serif old-style one. The line crossing through “lower” represents the water line of a ship.

For our imagery we used collaged art nouveau textiles, maritime aesthetics and victorian illustrations to communicate a lush historical image.

The imagery is supported by our visual language which is based on the nautical alphabet flags. The flags can be recoloured by our brand colours who are inspired by the natural archetectural elements of the space like the red brick walls and the furniture like the blue leather sofas and the green tiles.

For the website of the venue we focused on the possibility to book the space for your private event.

Change.