Cloud Gaze
BRAND IDENTITY
Project Overview
Cloud Gaze is a music venue inspired by Dream Pop genre.
Dream Pop emerged in the 1980s and resurged in the late 2000s. A sub-genre of alternative rock and neo-psychedelia, it’s defined by its dreamy, atmospheric sound.
Cloud Gaze is not just a cafe, but also a music venue that designed to transcend customers to be in a space of dream.
Music Genre Research
Dream Pop emerged in the 1980s and resurged in the late 2000s. A subgenre of alternative rock and neo-psychedelia, it’s defined by its dreamy, atmospheric sound, favoring texture over melody. Vocals are often low in the mix and heavily processed, serving more as melodic elements than lyrical vehicles. With core instrumentation of guitar, bass, drums, and vocals, the genre is notable for its ethereal quality and the prominent role of women artists. Dream Pop often blends with Shoegaze and Noise Pop, expanding its hazy sonic palette.
Type Modification
Type Modification
Built upon the structure of New Nord typeface. While keeping the skeleton structure of the original typeface, The Drift incorporates texture that create visual illusion that inspires by characteristics of Dream Pop: dreamy, ethereal, movement.
Cloud Gaze’s brand direction inspired by elements of Dream Pop. Color and texture play an important part in shaping the brand, creating a space that feels like dream.
