Club Soda
Club Soda was a restaurant branding project developed for a digital visualization course, focused on creating a playful, cohesive identity inspired by 1950s soda fountain culture. The assignment involved designing a full brand system—including logos, type hierarchy, color palette, patterns, and mockups—with the goal of evoking nostalgia while incorporating a modern visual twist.
The identity centers around a bold, script-style logo paired with vibrant pastel tones like mint teal and bubblegum pink. Checkerboard patterns, stylized bubbles, and layered shadows added depth and energy to the system, drawing influence from vintage diner signage, pop art, and classic Americana. A key part of the process was balancing decorative elements with legibility and consistency across applications—from menus and to-go packaging to signage and apparel.
This project was a valuable exercise in building a brand from the ground up, developing assets that work both independently and as part of a larger, immersive visual world. Club Soda represents a whimsical, community-focused space where retro charm and modern design meet.
The Research
The branding for Club Soda began with extensive research into mid-century American diner culture, with a focus on 1950s soda fountains. Reference images played a key role in shaping the visual direction—particularly vintage bottle caps, signage, menu typography, and advertising from the era. The aesthetic was heavily inspired by the playful energy of retro logos, hand-lettered script fonts, and the bright, optimistic color palettes associated with postwar Americana.
One of the key visual references was a vintage soda bottle cap design, which directly influenced the shape and framing of the final logo. Elements like the jagged outer edge, layered shadows, and bold circular layout were adapted to create a sense of nostalgia while still feeling fresh and contemporary. Additional research included retro packaging design, pop art iconography, and mid-century pattern work, all of which helped establish a cohesive visual language for the brand.
This foundation of visual research was critical to building an identity that felt rooted in a specific time period while still resonating with a modern audience. It allowed the final design to feel both playful and intentional, blending vintage inspiration with clean, contemporary execution.
