LONGTIME
Modern Asian Restaurant & Bar:
Love Out Loud
Love Out Loud
Studio
Minded Studio—Jakarta,IDN
Project type
Strategy, Branding Identity, Collaterals
Project Lead
Michael Tan
Creative Lead
Miranty Annisareta
Graphic Designer
Grace Kim, Lefrans Gilbert
Lead of Interior
Sophie Metcalfe
2024
LONGTIME, a lively restaurant and cocktail bar in Canggu, Bali, embodies a sensory adventure. The brand was born from founders Jordie and Pablo’s love for Asia, fusing their culinary desires with vibrant memories of their travels. The design brief was an eclectic mix of emotions and experiences, challenging the creative team to translate this into a cohesive identity that celebrates love, energy, and unapologetic hedonism.
Beautiful Mess of Memories
The brand captures more than a set of logos or colors; it immerses users in a journey that promotes a culture, a mindset, and an attitude. From curating playlists inspired by cocktail lounge music of the 1960s to monograms that echo details seen throughout the interior design, the brand took on a life of its own that is inextricably linked to the culture of the venue.
Winner of Better Future
The primary lock-up of the LONGTIME brand mark follows an arch, inspired by the movement of the sun, it signifies the idea of 'long days and longer nights', beckoning diners to stay all afternoon and well into the evening. This is then echoed by small hourglass monograms seen throughout the menu and collateral design.
Contrasting deep retro reds with bubble gum pink, the colour palette are unapologetic in the approach of balancing nostalgia and neon new, much like the interior space itself. The concept of the brand being an immersive, full-sensory adventure allows LONGTIME to stand out in the highly competitive hospitality scene, showcasing a brand that is not just seen but felt.
Food & interior image credits: @longtime.bali, Bali Interior
