As it happens on occasion, I find myself sitting in a restaurant or perusing a store that I find to be exceptional. However, I can easily see the branding and design lacking, and failing to meet my initial awe. The Lounge was just such a place. I gave myself the challenge to create a new look, logo and collateral. Unfortunately, they closed down before I had the chance to show them what I had done. The resulting designs I crafted are a solid example of the potential to match tangible quality, great atmosphere, and product to a winning brand identity.