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FLUID - QUEER WINE BAR
branding / artwork / art direction / editing /
fluid wine bar was designed to challenge the traditional, minimalist aesthetic that dominates barcelona’s wine scene. located in poble sec, right next to the iconic la federica, fluid caters to a lively, inclusive crowd that values character over convention. i was tasked with creating a brand identity that embodied a queer, trashy, and unapologetically cool vibe. from the bold logo to a vibrant color palette, every detail was crafted to attract a diverse clientele and break free from the "snobbish" stereotypes of typical wine bars.
my role spanned multiple creative aspects: designing not only the brand's logo and menu but also a series of instagram templates that captured fluid’s playful energy online. additionally, i art-directed photoshoots that highlighted our signature cocktails and grilled cheese sandwiches, bringing the bar’s laid-back yet bold personality to life through imagery. these visuals translated fluid’s spirit into a cohesive aesthetic that felt approachable, exciting, and distinctly queer. as part of the in-bar experience, i created an oversized menu on the wall, incorporating a qr code that links to our website, where patrons can explore our selection of wines and cocktails. this feature has proven essential in blending the bar’s physical and digital identities, offering a seamless experience for the customer. fluid has been an instant hit, with packed crowds for all three opening nights, signaling a warm reception from the poble sec community and beyond.
commission for: fluid