12 Bar Music & Social
Scope of work:
brand identity - brand strategy - illustrations - web design - marketing materials - window vinyl design - mural painting
BRAND WORDS: Vibrant & Inspiring / Welcoming & Friendly / Creative / Passionate
12 Bar Music and Social is a unique concept store in Exeter that blends the worlds of specialty coffee and curated vinyl records. The goal was to create a vibrant, cohesive brand that reflected the relaxed, community-focused atmosphere while also highlighting the high-quality, curated experience.
The project was particularly challenging due to the need to harmoniously integrate various elements—music, coffee, and community—into a single, unified identity.
Project Objectives
Create a Distinctive Identity: Unify specialty coffee, curated vinyl, and community into a cohesive brand that stands out.
Highlight the Curated Experience: Reflect the high quality of the coffee and vinyl offerings while maintaining a relaxed vibe.
Create a Vibrant, Warm & Inviting Space: Build a welcoming and friendly environment that feels vibrant and inviting to both locals and visitors.
Balance Creativity with Professionalism: The branding had to strike a balance between a creative, artistic atmosphere and the professionalism needed to showcase the premium products and services offered.
Ensure Versatility Across Platforms: The brand needed to translate effectively across multiple mediums, from the in-store environment to the website and marketing materials, while maintaining consistency and recognisability.
Design Direction
The logo is based on a geometric sans serif font, but I made some subtle tweaks to the letterforms and numbers to keep everything visually balanced and consistent.
The tagline, in a lighter weight of the same font family, works well alongside the main font, and added a small ‘record’ icon to bring a pop of colour that ties in with the music theme.
The brand assets—like the ‘record’ icon, rectangle, squiggly line, and loopy line—are flexible, giving the brand a dynamic feel that works across everything, from café décor to packaging and online platforms.
Illustrations
The illustrations for 12 Bar Music and Social were designed to add a playful and bold visual element to the brand. The hand-drawn style brings a dynamic, approachable energy, perfectly complementing the brand’s vibrant and community-driven ethos.
These illustrations were applied across various touchpoints, from marketing materials to in-store décor (including a hand-painted mural), creating a consistent and engaging experience for customers.
The Result
The final brand identity successfully brought together the diverse elements of music, coffee, and community into a cohesive and recognisable brand.
The vibrant colours, playful illustrations, and balanced typography created a welcoming and distinctive atmosphere that resonates with both the local community and visitors.
The brand not only enhanced visibility and recognition but also helped establish 12 Bar Music and Social as a unique and inviting space in Exeter where music and coffee enthusiasts can connect and thrive.
KIND WORDS
“Our customers love the brand design, the website looks fantastic and performs well, and our marketing feels natural yet strategic. Tanya’s ability to understand my vision and respond to feedback made her the perfect fit, and I can't imagine where we'd be without her. If you’re considering working with Tanya—just do it! Her work has been invaluable!”
SAM, 12 BAR MUSIC AND SOCIAL
