HIGH – The Ultra Lounge

Our most recent branding work developed for the Brigade Hospitality Group – HIGH, The Ultra Lounge, was launched on 5 feb, 2014.

Idiom was involved in the development of brand thought and positioning, the identity, the photography art direction, design of signage, interior graphics, menus, collaterals, products, merchandise and a series of films.

Brand Thought 
High Ultra Lounge is where Bangalore will make the shift from weekend parties and the regular nightlife to the High life and where socializing and entertaining will touch new heights. The high life is more than just a night out with friends or colleagues, more than a great meal out. It is the right to set ones own pace and time, it is about ultra long and languorous lunches that carry through into golden sunsets and long luxurious evenings.

About brunch with friends that turns into a party. About discovering tastes, mixing with new and old friends over smoky and spectacular cocktails, about making a habit of dining without haste on dishes that combine new and familiar tastes elegantly, about being served with a special touch and polish that the High team has practiced to perfection.

High Ultra Lounge will also gives the visitor to Bangalore, who has great expectations from the city, a global destination and an unforgettable experience.

A Little More About HIGH 
Spread lavishly across 10,000 square feet High Ultra Lounge is a modern Asian bar and restaurant that sits at the rooftop of the World Trade Centre – Bangalore at 421 feet high, making it the tallest food and beverage destination in South India.

The Lounge offers classic and comforting Pan Asian Food with a slightly modern twist; beverages that use contemporary mixology to create never before seen concoctions, service that is fun, with personality and ambiance that is unmatched.

High Ultra Lounge looks to redefine the lounge bar experience to make guests feel on top of the world.

The Inspiration behind the Identity 
The logo draws its inspiration from the tall lines of the WTC and the oblique lines of the glass that forms reflections and create patterns. The name HIGH creates a sense of exaggerated height lending itself to parallel lines that form the logo.

HIGH Products
The HIGH brand thought is carefully extended to the products available at HIGH. Each product is carefully designed to pamper yourself or a friend and/or love one. Also a great way to remember Bangalore, to mark an occasion and to make living the high life, second nature.

Brand Signage and imagery
 The Launch Invite
Photography for the menu
The Retail Pod
Brand Tees
Brand products and giveaways
Film for the Food bloggers event

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