Tiny Cupboard

Overview

A rebranding of the Tiny Cupboard, a hipster comedy club located in Bushwick, Brooklyn.
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The Tiny Cupboard approaches the NYC comedy scene with unconvention and quirk. The indie speakeasy-style club adopted an indoor/outdoor building in a nook of Bushwick, with a number of funk performance spaces including the rooftop only accessible by fire escape, the "Mush-room," a 153 square-foot art studio, and of course, the Pink Church, a fully pinked-out (former) church with pews for seating. Embracing the kooks of The Tiny Cupboard, we created a visual language that speaks to the wacky and zany energy of the club's comedians and audience.

My Role

Branding

My Team

Morgan Hlaing
Harry Lin

Duration

12 Weeks

Tools

Adobe Illustrator
Adobe Photoshop

Problem

The Tiny Cupboard's existing branding is heavily reliant on their signature pink color and logo, with no other supporting assets
The Tiny Cupboard has not established any consistent brand elements

Solution

Expand upon the brand touchpoints to make an all encompassing body of Tiny Cupboard assets
Create brand guidelines to be followed for all collateral for a consistent look and feel

Brand Strategy

Brand Core Values + Manifesto

The Tiny Cupboard prides itself on being unconventional, funky, and joyful. Their goal is to provide a rotating lineup of cool experiences in a memorable space.

Branding System

Master Logo

Horizontal Lockup

Clear Space

The master logo should maintain a clear space of the height of the letter "T" in "Tiny"

Minimum Size (aka Our Tiniest Cupboard)

The master logo should not be any smaller than 1 inch for print materials or 96 pixels for digital spaces