At the start of the new LAB111 exploitation in 2016, LAB111 needed to create a new and impactful brand within the saturated cultural scene of Amsterdam. Quite quickly it was decided the aim was to generate recognizability by the use of unambiguous style elements that can be used for steadiness, without losing the fun and quirky vibes the place has.
By keeping the logo elements as clean and simple as possible we’ve created a modernist monogram. This in the colors of the fun, yet funky, colorful installation (Wall Paintings) in the entrance of LAB111 by Jan van der Ploeg. This simple design carrier could be used for many different outlets and messages while being consistent and outspoken.
In the early years of the brand we stayed close to the design grid to maintain recognisability. The blue, pink and the three stripes were key features online and offline. Now we gain a wider brand recognition with merchandise (collector) items for the cineast and a yearly a new batch of Stranamore wines, from LAB111's vinyard in Perugia (Italy).