MENU AND DOODLE BOOK
N A M E D E V E L O P M E N T // B R A N D
I D E N T I T Y // C O N C E P T // C O P Y
The former distribution centre of the Dutch postal company—an 11-storey building—was up for renovation. In the meantime, a club/restaurant would take residency on the top floor.
I helped build the identity from start to finish, recording the vision of 11 from business plan to creating tone-of-voice. The main idea of the venue was to be a creative open playground for everyone for the little time it would exist.
NAME WITH OPEN ENDING
We came up with the name 11, and gave it a visual identity that would always vary.
Design by 178aardigeontwerpers
NAMING, STRATEGY, CONCEPT
BOOK FULL OF CREATIVITY
Instead of a menucard we put a book on the tables, with an explanation of 11's creative vision, the menu-card and a lot of blank pages, together with pencils. Guests could leave their mark and they did. We produced three print runs.
Nominated for ADCN (Dutch Art Directors Assoication)
Passes with benefits for friends and regulars, providing easy access to the club, tickets and special performances
POSTERS AND FLYERS, NEWSLETTERS
Together with poster-ads and monthly flyers, we created a unique identity with its own language. We created an e-mail newsletter to promote the music and cultural events and reached 10,000 readers every week.
11 became quite legendary; it excisted for four years. In 2009 it closed its' doors, making way for the renovators.