Lounges Café Bar

Lounges Café Bars: Love Loungin'

Client

Loungers Group

Agency

Common Ground

All the comforts of home, but better.

Loungers, a Bristol-based but national hospitality group, launched its first venture, Lounges Café Bar, in 2002 on North Street, Bedminster. 20 years later the chain has grown to over 200 locations all across the UK. During this time, the Common Ground team and I have served as the brand guardians for Lounges, continuously evolving and refreshing their identity to keep it relevant and aligned with their growth over time.

The Lounge characters are used throughout the interiors and exteriors creating a whimsical vibe of visiting your favourite aunt with her clashing furniture and love of all things kitsch.

We crafted a brand identity by editing and recolouring nostalgic photography from the Founders & the HQ team to create vibrant, modern characters that reflect a unique, community-driven ethos. These lively visuals transform the Lounges Café Bars into inviting spaces that resonate with customers. The blend of vintage imagery and contemporary design strengthens brand recognition while staying true to their relaxed, inclusive culture.

Lounges Café Bar maintains a cohesive brand identity with a general logo, while each individual site features its own bespoke name, giving every location a unique personality that reflects its local community.

Along with a suite of characters to use, they are accompanied by an array of shapes to ether contain characters or be used on their own.

As well as making sure all the print and signage were consist with the brand. We also made sure to have the same elements represented online on their digital channels. From email newsletters to social media posts.

As well as being Lounge's brand guardian, we also produced and artworked their on-site print deliverables ranging from their seasonal table menus to POS posters.