The client: The Fridge
The Fridge is a Dubai music house, providing an eclectic mix of live performers – from Bach to blues, jazz to pop – in a warehouse-based club environment. The Fridge also works as a talent spotter for aspirant musos, and operates as an agent and promoter of events and concerts.
The challenge: A brand to match the concept
The Fridge is unique in the Middle East – presenting and promoting indigenous musicians and creating a venue where music lovers can meet to hear their own particular favourite sound. AIS>Brandlab had to develop branding that embodied the same originality of concept while giving distinctiveness and consistency to all aspects of the The Fridge’s visual expression.
The solution: Style and impact
AIS>Brandlab developed a corporate colour scheme and hi-tech graphics in keeping with The Fridge’s cutting-edge modus operandi, echoing the fast-moving style that typifies the establishment’s patrons – whether live music devotees, or intermediaries seeking acts for outdoor concerts or intimate cabaret-style venues.
The new identity is being applied to every aspect of the brand’s visual communications, from external signage to interior décor, stationery to on online presence.
The response: “Instant rapport”
“We were uncertain if AIS>Brandlab would be the right supplier for us, being a relatively small and young operation and totally different to the global brands that are usually associated with AIS>Brandlab. How wrong can you be! AIS>Brandlab immediately grasped our concept and we struck up an instant rapport. The results show the versatility of the consultancy in achieving strikingly memorable visuals for an organization that is far removed from the corporate world of branding science.”
Shelley Frost. Founder, The Fridge
