TASKS
Strategy / Naming / Logo Design
CLIENT / CATEGORY
Butlers / Nightlife
LOCATION
Beirut, Lebanon
The art of a perfect night out
In Beirut’s vibrant nightlife scene, Clubroom was created to fill a unique gap. Designed as a small, exclusive club targeting the clientele of Butlers, the venue brings upscale elegance and an immersive, engaging atmosphere to life. Our work began with a naming exercise that aligned with the Butlers family, which already includes concepts like Butlers Bottle, House of Butlers, Butlers Beach, and Butlers Table.
After exploring various directions, the name Clubroom felt like a natural fit. It evokes the idea of a private room in someone’s home where the party happens, intimate, inviting, and vibrant. This connection to the Butlers family reinforces the brand’s sense of belonging while offering high-end clients a space for entertainment, superior service, and meaningful connections with like-minded individuals.
The Clubroom logo is designed using a modern font with sharp, angular serifs that blend timeless elegance with contemporary style, embodying both the old and the new. The uppercase lettering conveys a sense of seriousness, maturity, and legacy, while the seamless combination of “Club” and “Room” into one word signifies the space as an extension of the House of Butlers brand. The angular extension of the letter “R” subtly emphasizes “room,” reinforcing the focus on the space itself rather than just the brand name, reflecting its purpose as a refined, exclusive venue.
Alongside the Clubroom logotype, we crafted a simple and versatile mark that embodies the concept of an exclusive space, a half-open door. This symbol also draws inspiration from the shape of the initial letter C. It is designed to evoke curiosity and foster a sense of belonging to something special.
The manifesto
At Clubroom, every moment is a celebration of life’s finest.
We are the nocturnal playground where boundaries fade,
and the social fabric weaves itself a little tighter with every
shared smile and song.
We set the scene for unforgettable stories, intimate conversations, laughter and dance.
Welcome to the art of a perfect night out.