Using Beso’s existing primary logo as a foundation, we crafted a cohesive visual identity by developing a graphic icon, brand colour palette, and visual brand styling for use across in-venue touchpoints, external marketing, and stationery.

The goal was to strike a balance between refinement and approachability. As a hotel lobby venue with a sophisticated fit-out, the branding needed to harmonise with the elegant interior while conveying a casual and inviting atmosphere where guests would feel comfortable dropping in for an after-work drink or a relaxed catch-up.

We drew inspiration from the venue’s deep red accents, amplifying their vibrancy to create a sense of movement and passion. Hand-drawn icons of flames, swirling flamenco skirts and ‘XX’ evoke the venue’s namesake, "Beso" (kiss), while injecting energy and warmth into the design. These elements were juxtaposed with timeless black-and-white imagery that speaks to connection and intimacy—dancing, shared moments, and laughter—reinforcing the venue's sense of togetherness.

The hand-drawn illustrations also tie seamlessly to the mismatched, vibrant tableware used throughout the space, enhancing the feeling of visiting a relative's home—unpretentious, comfortable, and free from formal expectations.