Challenge

Studio 318 was tasked with conceptualising the identity system for a cafe offered by the famous national chain pub 10 Downing Street. To represent the British-themed concept prevalent in 10 Downing Street, we needed to create an identity that is modern and authentic to this cafe.

Approach

With the name Tenner, Studio 318 extended the pub's reputation and suggested a possible offering from the same place, 10 D. Throughout the extension, classical European paintings are included, but with a 21st century twist, engaging the viewer to take note of the changes in these paintings as if they were playing a game. As a result, the cafe's spatial branding highlighted the brand's witty personality.

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