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.

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.

Design System

The typeface and color choice has a fun, positive feel to it. Influenced by the intention of this design to challenge the negative stereotypes of introversion. The image of turtle represent the idea that introvert is shy and need layer of protection against the social environment.