Marmalade Lounge
Branding, Illustration, Signage, Copywriting
Agency: Allebach Communications 

During my time at Allebach Communications, I was tasked with creating a visual identity for their studio’s lounge area. The lounge already had a great name, the Marmalade Lounge (affectionately refered to as the marmy), but was missing was the ambience to live up to that name. By setting the tone of the space through design, and a fitting tagline, I was able to let the Marmalade Lounge fully shine.

Logos
When it came to creating the logo, I knew I wanted it to have a retro look, I also wanted to reference marmalade directly. This resulted in fluid hand drawn letters, stacked together in a vertical lock-up to spell out “Marmalade”. I paired this with a type face that had a loose and effortless feel for “Lounge.” From there I started to think about places where marmalade would be. Natrually I thought of jars and toast, which led me to placing “Marmalade Lounge” within those forms. There was one aspect of the space’s name that had not been represented visually and that was “lounge”. To playcate this, I decided to combine the toast form with a chair form. The result completely encapsulated the Marmalade Lounge’s identity. However, the studio members and I were all still attached to the previous forms (the toast on it’s own and the jar).  I also started utilizing and orange form, which called for a rearangement of the letter in “Marmalade”.  All of these factors led to the official logo becoming simply the typographic treatment , with interchangeable forms to pair with it.



























Patterns
In the early stages of developing this brand, I was examining marmalade jars, looking out for little details I could pull from them. One thing in particular that stood out was the gingham cloths often used as covers on the top of jars. This compelled me to create gingham patterns, utilizing the color pallete I curated. Additionally, the patterns have a hand-done imperfect feel to maintain cohesiveness with the logo.




Signage & Tagline
After experimenting with utilizing the patterns with the logos, as well as finalizing two taglines for the lounge, it was time to make signage that would be used throughout the area. When placing the logos on patterns, I decided that the best treatment would be to add an offset outline to create seperation, letting the logo forms still shine.  For the tagline I thought about the Marmalade Lounge’s purpose,  a creative hub to bounce ideas and facilitate collaboration. The two taglines I landed on to feature in the signage were “where good ideas spread” and  “a jar wasn’t enough, we needed a whole lounge.”



Brand Collateral
The Marmalade Lounge brand also needed some merch! I designed die cut stickers for every logo mark, an orange clock to be used in the lounge, and a trucker hat.
Conclusion
Overall, the branding for the Marmalde Lounge was a success. The agency had a very positive reaction to it, and are planning to implement the designs.