Sundance is a bar located on Miami beach overlooking the ocean. The bar and night club has a completely cosmopolitan atmosphere and every day it becomes the perfect place to drink a refreshing drink at sunset with friends, and on weekends the perfect place for attended party events and karaoke.
We cannot hear the tone of voice of a particular brand through a monitor or touch screen, but we can feel it. The way something is said reflects the company’s values and its approach to customers, and this is what lies in the culture of the company itself. Every brand has something that makes it unique, which makes it stand out from the rest, which is why existing users are loyal to it and which will attract new users. One of our first tasks was to identify the value of the company and its customers.
The logo expresses dance and the sun with its shape. The branding concept was casual fun as it expresses the type of bar that serves its guests with cocktails and drinks during the day, and the club kicks into action at night. The main brand icon is Kokopelli.
Kokopelli is an interesting symbol, featuring a hunchbacked flute player. The first images of Kokopelli appeared on Hohokam pottery over 1000 years ago. Sometimes he is illustrated with a sack slung on his back. But what is the significance of this symbol and what does it mean in modern times?
Kokopelli became associated with the idea of fun and appreciating all the life had to offer, as the flute that Kokopelli carries symbolizes joy and music. It carries the idea of merriment and laughter during feasts. The image of Kokopelli could be seen as a reminder to enjoy ourselves. Also, Kokopelli can be considered as a muse to inspire creative individuals to produce songs.