MINGLE
Context
Mingle is a trendy and stylish cocktail bar where people come together to enjoy expert mixology and… mingle.
ART DIRECTION
For Mingle, the branding approach revolves around making the bar feel like a social experience rather than just a place to grab a drink. The identity leans into the idea that every drink starts a conversation, and it emphasises inclusivity and variety in how people enjoy their time at the bar. Whether someone is enjoying non-alcoholic options like a Sober Social or indulging in a Brew Buddy beer, the brand communicates that everyone’s experience at Mingle revolves around connection and interaction.
Colours selected evoke style and warmth with an air of fun, such as burnt orange, lively teal, and accents of deep green and pink; symbolising the trendy yet accessible experience.
Target Personas: This branding approach covers a wide range of personalities, from the Sober Social to the Brew Buddy, emphasising that no matter your preference, Mingle creates an environment for interaction. The personas are united by their desire to socialise in a trendy, approachable setting, which could appeal to a millennial and Gen-Z audience.
The Mingle reel ad script centres around the idea that every drink sparks a social interaction. It starts with the anticipation of the first drink, highlighting that at Mingle, the experience is more than just about beverages—it's about the connections formed. The closing line reinforces Mingle’s identity as a space where people come together to "Mingle," solidifying the bar's role as a social hub. This script aligns with the brand's messaging of inclusivity and creating memorable social moments.
