Image Credit : Minded by BrandWorks and Bali Interiors
Project Overview
Longtime, a lively restaurant and cocktail bar in Canggu, Bali, embodies a sensory adventure. The brand was born from founders Jordie and Pablo’s love for Asia, fusing their culinary desires with vibrant memories of their travels.
The design brief was an eclectic mix of emotions and experiences, challenging the creative team to translate this into a cohesive identity that celebrates love, energy, and unapologetic hedonism. Featuring bold contrasts like retro reds and neon pinks, the branding reflects the spirit of long days and longer nights,' inviting guests to come, eat, drink, enjoy, and savor every moment. The end result is an immersive experience that lingers in the mind, leaving you with a lasting impression and unforgettable memories.
Project Commissioner
Project Creator
Team
Project Lead: Michael Tan
Creative Lead: Miranty Annisareta
Graphic Designers: Grace Kim, Lefrans Gilbert
Project Brief
Longtime started as a simple working title but quickly evolved into a fully realized brand for founders Jordie and Pablo's latest hospitality venture in Canggu, Bali.
The brief came together in the most organic way possible, over a few meals sharing stories and memories of travels around Asia. Sensory impressions and a chaotic puzzle of sights, sounds, and emotions waiting to be pieced together. It was not just a list of requirements but a colorful narrative inspired by the founders' personal experiences, tastes and culinary desires. This ‘beautiful mess’ challenged the design team to translate an intangible feeling of love and composed chaos into a cohesive brand identity. The brand needed to pulse with the same intensity and connection that the team brought to the concept, creating a full-on experience that would feel both familiar and adventurous to its audience.
Project Innovation/Need
What makes Longtime innovative is the approach to branding not as a mere visual task but as an emotional and sensory experience. The brand captures more than a set of logos or colors; it immerses users in a journey that promotes a culture, a mindset, and an attitude. From curating playlists inspired by cocktail lounge music of the 1960s to monograms that echo details seen throughout the interior design, the brand took on a life of its own that is inextricably linked to the culture of the venue.
The primary lock-up of the 'Longtime' brand mark follows an arch, inspired by the movement of the sun, it signifies the idea of long days and longer nights', beckoning diners to stay all afternoon and well into the evening. This is then echoed by small hourglass monograms seen throughout the menu and collateral design.
Contrasting deep retro reds with bubble gum pink, we were unapologetic in our approach of balancing nostalgia and neon new, much like the interior space itself. The concept of the brand being an immersive, full-sensory adventure allows Longtime to stand out in the highly competitive hospitality scene, showcasing a brand that is not just seen but felt.
Design Challenge
The biggest design challenge was capturing the abstract elements of love, composed chaos, and unapologetic fun in a way that felt authentic and cohesive. We were essentially branding our own dinner party, as that is where the design needs to be led.
The initial brief, described as a "beautiful mess of memories," required translating a complex mix of sensory experiences into a visual identity. It was crucial to avoid overwhelming the brand while maintaining the energy and intensity the founders envisioned. Longtime had to be bold without feeling disjointed, immersive without overwhelming the senses, and deeply connected to the idea of being 'here for a good time' without feeling clichéd.
Since our company was also involved in interior design, we had to work closely with the architectural department to ensure there was a strong and cohesive message across both designs. Weaving back and forth their strong mid-century ideas with our more contemporary look and feel was a challenging but rewarding process, that ensured the brand stayed on track with the entire theatrical and conceptual vision.
Effectiveness
Longtime’s brand identity proves highly effective in creating a memorable, emotional connection with its audience. The end-user experience is designed to be a full-sensory adventure, combining visuals, sounds, and a culture that transports customers to the life of a dinner party.
Only having been open for a month at the time of writing this, Longtime already resonates in the hearts of diners and mischief makers of Canggu, creating an emotional connection that goes beyond the surface. The brand engages all of these senses with a fun and flirtatious flair that doesn't feel too forced. It ensures you are left with a lasting impression, offering more than just a product, Longtime delivers a genuine experience. The success of the branding is reflected in the strong following that the venue already has, with the brand already engaging in collaborations and making waves around the foodie scene of Bali.
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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