The development of the brand Jekyll&Hyde has the particularity that we were being trusted with it from the start, from the ideal situation - the future bar did not even have a name. In Bill&Ted we had the opportunity to work the brand since its initial form: naming, design and personality.

 

The information we received from the client was that the future bar would have two profiles: one during the day, with executive menus, coffee and croissants, news and background music; the other one during the night, with drinks list, dimmed lights, music and happy hours.

Given the problem of how to unify two such different profiles on a single brand, we reach the solution that is usually correct in these cases: the problem is the solution. It was then that we began to call the bar Jekyll&Hyde, inspired by the novel of Robert Louis Stevenson in which two personalities lived in one person, a good one and a dark one.

From this determination we started working on the logo and the entire brand concept based on a "split personality" of the bar, no longer as a problem but as a great differential.

 

 

 

As to the existence of the brand in the daily, the bar should mark and emphasize its two antagonistic profiles instead of trying to hide the duality. That’s how we suggested to the management of the company that at the moment the sun went down, a siren will sound and automatically change the style of the bar. The white and yellow lights are turned off to make room for the black lights, which not only darken the atmosphere but will highlight hidden messages on the walls. The volume of the background music is increased to set up a nocturnal meeting place, a pub. At the same time the TV channel is changed from the news or sports to a music videos channel. Moreover, on the other side of the coffee and lunch menu you can see, over a dark background, the drink, snacks and beers menu. The front lights are lit and the bar finishes its complete change; in other words, the “good” Jekyll let out the damned twin, Hyde.

 

But it remains the most important thing, the design of the graphic brand itself. To do this, we developed a logo that would contain the two personalities in one; being Jekyll, being Hyde and being at the same time Jekyll&Hyde. It was so after much research and experimenting that we created the brand where Jekyll Café and Hyde Pub are on two opposite sides of the same circle. This gave a final touch to what it was explained previously, at the time of metamorphosis; in the facade is the sign that rotates accompanying the change of personality.

Since its opening, all the communication of the establishment revolves around this concept -advertisements, graphics, promotions, etc-; even the decor of the place plays with the two characters.