XU
Dubai
(Hospitality)
Brand identity and collateral for XU, a Cantonese inspired late night venue in Dubai. A timelessly romantic and cinematic brand built around two personalities, an intriguing outer facade and an expressive inner world, applied across menus, social content, signage and digital.
A brand that's timelessly romantic, cinematic and expressive, and plays with the idea of two personalities. Go beyond the scene at XU.
XU offers an escape from the ordinary and mundane with Cantonese-inspired cuisine and late-night revelry. A place of timelessly romantic escapism - only accessible at night, with neon lights and crimson walls to welcome you.
The design concept revolves around the idea of the ‘unscene’. A brand with two personalities: a cinematic and bold outward facade sparking intrigue, and an internal unseen experience full of surprise and creative expression.
Created in collaboration with A.M Studioworks
Interior Architecture Pirajean Lees
Copywriting Hugo Bennett
Photography Pavel Yarmolenka
SERVICES
Identity Design
Branded Collateral
Social Media Content
Website Design