Brand: Zoi
Scope: Branding, strategy
Year: 2022
Location: Vagator, GA
Zoi was ambitious and a first-of-its-kind venue. It sounds great to work on a project like this, but when you realise you don't really have any prior examples to follow, it doesn't sound so great all of a sudden.
Zoi logo unit
As tiny as the name 'Zoi' is, the task at hand was just as big.
Zoi is an upcoming, (currently under construction), sprawling 3-in-1 space being built in Vagator, Goa. It is a 3 level structure situated on the edge of a cliff with each level / floor dedicated to a separate purpose.
Level 1 is a cafe for that afternoon beach-side lunch of finger food and fresh beer. Level 2 is for the already luncheoned, a sophisticated diner with a gourmet menu. Level 3 is a club when you're done dining and need to unwind and dance your heart out to electronic, house beats.
Shapes of the logo unit set against the features they were inspired from
With three different purposes fused into one, the visual identity needed to be minimal enough to work for each of them, and expressive enough to show off the vibrance of the place.
My inspiration came from the beach. I am a beach person myself (sorry, mountains!) and it didn't take me long to recognise shapes and forms in the geography and architecture of Goa. The resulting logo unit consists of 3 unique shapes, each referring to the 3 letters of the word 'Zoi' and the 3 different purposes of each level of the structure.
Promotional poster for Zoi
The resulting logo unit was so simple, yet functional. I think the following image describes its functionality the best. All the following design elements (to be used in brand extensions, social media communication etc.) were derived by deconstructing and constructing parts of the shapes in the logo unit in various ways. The result was a fun, minimal, expressive and very summer-y design system.
Design elements derived from the logo unit
All the extensions below were made possible by the design elements created from the logo unit. It truly goes to show how important the selection of a logo unit is, and how a visual language can be made cohesive by using and reusing parts of other design elements from the same project.
Coasters with cheeky, quirky copy
Minimal copy over paper napkins with design elements from the language
Design elements use with quirky copy for attention grabbing totes
On brand match boxes with a copy that references pop culture (Firework by Katy Perry)
A minimal card made expressive with use of blind embossing
Attention grabbing flags with quirky copy for use on the beach
