Brand Identity
Odd Culture Group
Razz Room is a new discotheque and daiquiri bar from Odd Culture Group that takes inspiration from New York’s pioneering 1970s nightclubs, such as underground queer club Paradise Garage and the infamous Studio 54.
Studio 3AM was engaged to craft the Razz Room brand identity. Working closely with the owners, we developed a visual identity which embraces the convergence of glamour and grit that characterised the nightclubs of 70s NY city.
The logo explores the tension between sophistication and mischief. Handcrafted letterforms with carefully considered ornamental details express the distinctive personality of Razz Room. The elegant cursive design of ‘RAZZ’ is balanced with bold, art-deco inspired block type of ‘ROOM’, reinforcing the convergence of glamour and grit at the heart of the venue.
A textured finish, created through a process of repeated printing and scanning, adds a tactile, authentic quality to the forms, that captures the rawness of 70s bar culture. The identity is dominated by a dark red that captures the moodiness and sleaze of the venue and referencing the big red door at the facade, creating a clear link to the brand’s context.
Credits:
On-Site Photography: Andrea Veltom
Brand Identity
Odd Culture Group
Razz Room is a new discotheque and daiquiri bar from Odd Culture Group that takes inspiration from New York’s pioneering 1970s nightclubs, such as underground queer club Paradise Garage and the infamous Studio 54.
Services:
Branding, Creative Direction,
Client:
Odd Culture Group
Project:
Razz Room
Year:
2026
Category:
Brand Identity, Creative Direction
Fonts:
Interstate Bold by Tobias Frere-Jones
Instrument Serif Regular, Instrument Serif Italic by Rodrigo Fuenzalida, Jordan Egstad