When Odd Culture Group set out to launch Razz Room—a discotheque and daiquiri bar—they drew inspiration from the legendary nightlife of 1970s New York City. Channels of underground queer culture from iconic venues like Paradise Garage collided with the high-octane extravagance of Studio 54 to define the venue’s intoxicating spirit.
To bring this concept to life, a distinct visual identity was developed—one that embraces the tension between sophistication and mischief, capturing the unique convergence of 1970s glamour and grit.
The Art of Tension: Typography & Visual Identity
At the core of the Razz Room experience is a visual identity designed to reflect the dual nature of the venue:
- Elegance Meets Structure: Handcrafted cursive letterforms with delicate ornamental details spell out ‘RAZZ’, bringing a touch of theatrical elegance. This is balanced by the bold, Art Deco-inspired block lettering of ‘ROOM’, anchoring the logo with grounded structural contrast.
- Authentic Texture: To capture the raw, tactile quality of 70s bar culture, the graphics feature a subtle, textured finish created through a process of repeated printing and scanning. This gives the visual forms an authentic, lived-in feel.
- A Signature Palette: The brand identity is dominated by a deep, atmospheric dark red. This color choice sets a moody, evocative tone while directly referencing the venue’s striking red front door, creating an instant connection between the visual branding and the physical space.
By blending refined typography with raw textures and a moody palette, Razz Room achieves an identity that invites patrons to step back in time and experience the thrill of classic nightclub culture.
