The Alchemist Cocktail bar is one of the earliest as well as most famous cocktail bars in Hanoi. The old logo has always been known for the unique mood and vibe which could be considered a significant success. But the crucial points that need to be improved is the shape and line of the symbol may make us feel like it was made by the randomness instead of carefully calculation like an Alchemist does. The typo is also an oddly part when itself and the symbol are not really immersed with each other.
Whereas, the richness in the story of The Alchemist world should be inspired, diluted into the logo to deliver the brand story as well as pushing the image of the brand to the higher aesthetic level.
Thus, the solutions for the rebranding are:
— Remaster the shape, line and the typo, making them more consistent
— Using the symbols of the Alchemical world.
and the most important:
— Not creating the absolute difference; maintain the mood and vibe to avoid the confusion for the royal customers.