The Zoo is more than a campus pub—it’s a meeting place, a break between classes, a stage for unforgettable nights. This rebrand revitalizes its identity, blending bold, appetizing colors with a fresh, social-first visual language that welcomes everyone, from casual diners to partygoers.
The logo system is designed for versatility, allowing for dynamic layouts across digital and physical spaces. A bold, modern wordmark reflects the high-energy atmosphere, while flexible logo variations keep the brand adaptable for everything from merchandise to social posts. The color palette is inspired by the warmth of great food and the vibrancy of nightlife—deep reds, burnt oranges, and dark green neutrals. A perfect mix of energy and approachability. The project includes an updated look for signage, menus, posters, social media, and other branding assets, designed to launch in Spring 2025.
The Zoo had recognition but lacked a cohesive identity that truly reflected student life. The challenge was to craft a brand that felt both laid-back and dynamic. The Zoo’s previous branding was dated and lacked a clear identity. The challenge was to create a bold, engaging, and welcoming look that would resonate with students and stand out in a competitive social scene, inviting students in for anything from a solo study session to a rowdy Friday night. The design needed to be fun, vibrant, and versatile—something that would work across digital and physical applications while remaining unmistakably “The Zoo.”
The rebrand builds on bold typography, high-contrast colours, and graphic elements that add energy and movement. The logo system embraces modular flexibility, allowing for dynamic brand applications across signage, merchandise, and digital media. The typography is modern yet playful, reflecting the social, relaxed, and community-driven nature of The Zoo.
Photography captures high-energy moments, candid social interactions, and a lively nightlife atmosphere. The entire campaign utilizes flash photography, reflecting the way students naturally capture moments on their phones. By embracing this style, the brand creates a familiar, authentic aesthetic, making it easier to incorporate user-generated content. This approach ensures that student images can be seamlessly used for marketing to students, by students. The art direction emphasizes real moments—good drinks, good friends, and a space where students feel at home.
I built this brand for social media first. From the ground up, it was designed to stand out on digital platforms, boost brand awareness among students, and drive sales. Every element—from the bold typography to the high-contrast visuals—was crafted to look great on Instagram, TikTok, and other social channels. The motion graphics and animated elements make posts dynamic, while the colorful, high-energy designs create instant recognition in students’ feeds. Whether it’s an event promo, a limited-time special, or just a casual post, The Zoo’s branding ensures engagement and visibility at every touchpoint.
The Zoo’s rebrand was an opportunity to transform the campus pub and grill into a more engaging and versatile destination for students. I built on a strong initial concept, enhancing it with a fresh direction for the colour palette to evoke appetizing, vibrant tones that visually link to food and drink. The brand’s voice emphasizes a welcoming, approachable vibe—perfect for a quick break between classes or hosting memorable campus parties.
The design employs organic, food-inspired shapes for a sense of freshness and comfort without being overly literal. A trendy yet approachable typeface ensures the branding feels accessible while staying stylish. The clean, versatile aesthetic works seamlessly across all applications, from menus and signs to social media, napkins, and even staff name tags.
By focusing on creating a brand that’s both functional and emotionally resonant, the rebrand sets the tone for The Zoo as the heart of campus social life, ready to deliver good food, good times, and unforgettable experiences.
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