Various cultural partners of Ghent joined forces to reuse part of the former Belgian railway site in Ghentbrugge for art and culture. One such partner is “Barsenaal”. A place where people can drink, eat and meet in an extraordinary indoor and outdoor setting.
Extensive branding and signage.
Barsenaal and Blue Fox Marketing approached us to facilitate a unique appearance of the bar at the Arsenaal site. We came up with the idea of incorporating the old Belgian railway identity into their brand. We researched what parts bring nostalgia and a warm feeling to people’s minds. The logo design for Barsenaal recalls the iconic — NMBS — Belgian Railways logo.
Recycling of vintage
We designed the bar menu to look like the old yellow departures signs found in train stations across the country. For online communication, a recreation of the vintage train ticket pattern was of good service. A line illustration of the old locomotive gives this brand a funky yet modern appearance across all signage.
Into the sky
To tease the “Ghentians”, we partnered up with a drone videographer to capture an unique view of the old Arsenaal buildings and capture the vast scale of the site. This video generated over 5.000 Instagram views and engaged many people with the brand before the bar even opened to the public.