Retelling the Gentleman's Story
The Second Story, like the modern gentleman to whom it caters, has a story that continues to evolve and transform over time. Purposely starting off as a shy brand, The Second Story has transformed into a confident and assertive one, and -scope Ateliers took charge in creating a visual system that reflects this metamorphosis.
The result is a contemporary brand identity that fills the space, packaging, and communication materials with its striking visuals. The Second Story has been rewritten, and its brand identity reflects its bold new direction.
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The new identity is built around a strong emblem and a bold typographic system. The emblem directly references both the architecture of the space and its location on the second floor, while subtly suggesting ascent and progression. A non-conventional color palette of green and pink replaces the former navy blue, marking a clear departure from the brand’s past and asserting a more expressive, self-assured tone across space, packaging, and communication materials.
The challenge was to take a deliberately discreet brand and give it confidence. Rather than easing into this transformation, the strategy embraced a strong visual presence, pushing the identity to an extreme where it could fully occupy its space and assert its new position with clarity and conviction.
Scope of work
