Published on Thursday, October 11th, 2012 by Peter Giffen

Toronto creative agency Open  has designed an identity and experience for Kensington Market’s Handlebar, a new drinking spot.  Handlebar opened in Toronto’s Kensington Market in the summer past. The bicycle-themed bar incorporated previously existing features of the space, in an eclectic mix of old and new.

To design an experience that would resonate, Open created an identity using a philosophy of adaptation and alteration.“We looked to the old to create something new,” says Open partner Christian Mathieu in a press release. “From bathroom signage to custom shots, we wanted to define the moments that create a unique bar experience.”

“The logo uses a simple sans serif font with added custom elements,” adds Open partner Martin Beauvais. “Playful language and authentic Victorian imagery are overlaid with a half-tone pattern to create a modern feeling. Communication pieces also reinforce Handlebar’s spirit by referring to the history of bicycle culture Toronto has come to embrace.”

Using these new elements, Open created a special draft lager, The Handlebrew. They even created Handlebar’s signature shot, The Tandem, which comes on its very own coaster built for two. There’s also a poster and a direct marketing piece, a card, which was placed in the spokes of bicycles in Toronto’s downtown core.

 

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