Gang Gang Cafe - Rebrand.
Gang Gang Cafe and Restaurant needed a fresh visual identity to capture the growing ANU student market without losing its authentic community vibe as a beloved Canberra institution. The challenge was creating a brand system flexible enough to work for both the relaxed daytime cafe experience and the energetic nighttime music venue atmosphere.
Logos
Logos
Project Brief
Project Type: Brand Identity & Visual Communication System
Client: Gang Gang Cafe and Restaurant (Academic Brief)
Duration: University Semester Project 2024
Team: Sophie Atkins
Role: Visual Identity Designer - developed comprehensive brand system including logo suite, marketing materials, and digital applications
Challenge
Rebrand the popular Canberra cafe and music venue Gang Gang to attract the large ANU student demographic while maintaining its established aesthetic and loyal customer base. Create a cohesive visual identity that seamlessly transitions from daytime cafe to nighttime music venue, reflecting the brand's values of sustainability, community, and groovy live music culture.
Approach
I developed a retro-inspired visual system rooted in 1970s aesthetics, using vibrant earth tones and organic curved forms that evoke both the relaxed cafe atmosphere and energetic music scene. The identity draws from vinyl record culture and psychedelic design language to create instant recognition while appealing to younger demographics.
Core Design Principles:
Retro aesthetic with warm, earthy color palette
Vinyl record motif representing live music heritage
Curved, organic forms suggesting relaxed, welcoming atmosphere
Flexible typography system adapting to various applications
Groovy visual language bridging day-to-night transition
Solution
Logo System: Vinyl record logomark with modular typography allowing diverse color combinations while maintaining brand recognition across all touchpoints.
Marketing Materials: Event poster series using signature curved rainbow elements and bold typography, creating immediate visual impact for live music promotions.
Digital Applications: Social media templates and website mockups ensuring consistent brand presence across all digital platforms.
Deliverables
Complete logo suite with variations and brand guidelines
Event poster template system
Menu design for daytime service
Social media content templates
Digital mockups and brand applications
Outcome
The rebrand successfully balances Gang Gang's established community feel with contemporary appeal, creating a memorable visual identity that attracts university students while honoring the venue's authentic music culture and sustainable values.
