the morrocan tiles
Marrakech Lounge approached tile. during a new chapter for the brand. As an iconic shisha bar in Porto reopening its doors, the business needed more than a visual update. It needed a renewed identity capable of preserving its atmosphere, recognition and cultural energy, while elevating the brand into a more premium, contemporary and memorable experience.
meet Marrakech
We really loved the commitment to the project, the suggestions provided and, above all, the ability to listen and meet our expectations. Very professional!
Filipe Almeida | owner @Marrakech
the challenge
The main challenge was to rebrand an already iconic venue without losing the emotional connection people had with it. Marrakech Lounge was not starting from zero. It already had memory, atmosphere and recognition in Porto, which meant that the new identity needed to feel fresh without feeling disconnected from its roots.
Because the brand lives strongly through experience, the identity had to capture more than aesthetics. It needed to communicate the mood of the space, the premium shisha experience, the social energy of the bar and the Moroccan inspired visual universe behind the concept. Another challenge was balancing tradition and sophistication. The brand needed to preserve its cultural references, textures and warm atmosphere, while avoiding a generic or overly decorative visual language. The objective was to create something premium, contemporary and distinctive, without losing the richness and personality that made Marrakech Lounge recognizable. The reopening also required the brand to perform across multiple touchpoints. The identity had to work in the physical space, on social media, in menus, in promotional content and in digital communication. Every element needed to feel part of the same world.
the strategy
Our strategy was to treat the rebrand as the beginning of a new brand era, rather than a simple visual refresh. The identity needed to communicate continuity and transformation at the same time. We started by defining the emotional territory of the brand. Marrakech Lounge is not only a shisha bar. It is a social environment, a nightlife destination and a sensory experience built around atmosphere, music, flavor, lighting and conversation. This understanding shaped the creative direction. The brand needed to feel elegant in static applications, but also dynamic enough for nightlife communication. This meant creating a system that could support refined brand moments as well as more energetic content for social media, events and reopening campaigns.
brand engineering
The brand identity for Marrakech Lounge was inspired by two key references: the arched entrance of the space and the Moroccan zellige tile. The arch became a symbol of arrival, atmosphere and transition, representing the moment guests enter the Marrakech Lounge experience. The zellige tile brought cultural depth, rhythm and texture to the visual system, connecting the brand to Moroccan craftsmanship in a refined and intentional way. Together, these references shaped a premium, atmospheric and culturally grounded identity that preserves the essence of Marrakech Lounge while giving it a more contemporary and memorable presence.
brand presence
To support Marrakech Lounge beyond the reopening, we created a complete yearly communication kit designed to keep the brand consistent, premium and recognizable across every touchpoint. This kit included a set of visual templates, content directions, social media assets, promotional materials and communication guidelines that could be used throughout the year. The goal was to give Marrakech Lounge a flexible brand system for events, campaigns, seasonal moments and daily communication, while maintaining the same refined and atmospheric identity across all channels.
our solution
Our solution was to create a renewed brand system that could support Marrakech Lounge’s reopening and long term communication. The identity was built around two key references: the arched entrance of the space and the Moroccan zellige tile, translating the atmosphere of the venue into a premium and culturally grounded visual language. We developed a complete rebranding system, including brand identity, colour direction, typography, visual elements and communication guidelines. Beyond the core identity, we also created a yearly communication kit with templates, social media assets and promotional materials, giving Marrakech Lounge a consistent and flexible brand presence for events, campaigns and daily communication.