Obsidian

Obsidian Cocktail Bar & Lounge is a passion project focused on crafting a luxurious and sophisticated brand identity for a high-end cocktail venue located on King Street, Toronto. The project captures the evolving menu of expertly crafted cocktails inspired by the chef’s selections and emphasizes a refined, speakeasy-like atmosphere designed to offer an elevated and intimate nightlife experience. This work includes the development of comprehensive branding, print materials, and social media marketing assets to communicate Obsidian’s unique character and upscale vibe.

Objectives

Develop a cohesive and luxurious brand identity that reflects the sophisticated, high-end atmosphere of Obsidian.
Create flexible print materials and social media assets that effectively communicate the evolving cocktail menu and chef-driven selections.
Enhance brand recognition and engagement within Toronto’s competitive nightlife market, particularly on King Street.
Provide marketing collateral that supports both digital and physical promotion, ensuring consistency across all platforms.

Process

The project began with immersive research, including visits to King Street, Toronto, to experience the nightlife atmosphere firsthand. Conversations with locals provided valuable insights into what they enjoy and expect from a luxury cocktail lounge. This informed the development of mood boards and design concepts aimed at capturing a sophisticated, speakeasy-inspired yet welcoming vibe. The branding and marketing materials were then crafted to reflect these insights, focusing on bold typography, rich colors, and dynamic contrast that showcase the evolving chef-driven cocktail menu.

Strategy & Positioning

Tagline Options

“Dark. Refined. Unforgettable.”

“Cocktails, Crafted Like Gems.”

“Toronto’s Best-Kept Secret.”

Target Audience

Obsidian speaks to Toronto’s young professionals, creatives, and tastemakers who have outgrown the crowded club scene and crave a more refined nightlife. They value exclusivity, atmosphere, and craft — seeking spaces that feel like hidden gems where every detail reflects luxury and intention.

Unique Value Proposition

A hidden gem in the heart of King Street, Obsidian redefines nightlife with bespoke cocktails, curated design, and an atmosphere of refined mystery— crafted for those who seek experiences as rare and polished as the stone itself.

Brand Promise

Every visit to Obsidian delivers more than a cocktail — it’s an escape into indulgence, intimacy, and mystery. We promise guests a nightlife experience as rare, polished, and unforgettable as the stone itself.

Design Rational: Typography

The brand combines a sleek serif with a modern geometric sans-serif, balancing sophistication with accessibility. The serif evokes timeless elegance and craft, resonating with the premium cocktail experience, while the sans-serif provides clarity and a contemporary edge, ensuring readability across print and digital platforms.
Design Rational: Color Palette

Deep blacks, charcoal, and jewel tones anchor the brand, reflecting the mysterious and intimate atmosphere of a hidden lounge. Gold accents introduce warmth and a sense of indulgence, signaling luxury and attention to detail. Together, these colors establish a sophisticated and cohesive visual language.
Design Rational: Logo & Wordmark

The wordmark emphasizes strength and elegance through bold, clean letterforms. Subtle angular facets in the lettering are inspired by natural obsidian stone, connecting the brand name to its visual identity and reinforcing a tactile, refined aesthetic. Logo variations were developed to ensure flexibility across applications while maintaining brand recognition.
Design Rational: Imagery & Textures

Photography and textures are moody and dramatic, evoking the intimate, gem-like qualities of the lounge experience. Polished surfaces, reflective glass, and muted lighting underscore a luxurious environment and heighten the sense of mystery.

Wordmark Logo

Secondary Logo

Combination Logo

Brand Voice & Messaging

Obsidian’s voice is refined, mysterious, and inviting—reflecting the intimate luxury of the lounge.

Refined: Polished language mirrors the premium experience.
Mysterious: Evokes curiosity and intrigue.
Inviting: Welcoming to the target audience while maintaining exclusivity.

Tone in Practice: Headlines, social posts, and menus use elegant, sensory-driven language that feels like a personal invitation: “Sip into the night. Discover the unexpected.”

Download a brand overview