Project Overview: Created for a new vodka range positioned within a nightclub setting, this project addressed how identity can communicate atmosphere as much as product. The challenge was to capture the energy, movement, and intensity of the venue without relying on conventional hospitality branding cues. The concept centred on kinetic and distorted typography as a primary expressive device, forming a dynamic system designed to feel immersive rather than static. Developed for scalability and impact, the identity balances typographic variation with consistency, resulting in a cohesive visual language deployed across motion graphics, posters, and large-scale wall installations within The Lantern venue.