Regina Club
Client Regina Club / Creative Direction Romain De Paepe / Art Direction & Lead Design Nicolas Bebronne / Additional Design Nicolas Bebronne, Romain De Paepe, Melvin Fernandez / Strategy Emilie Colleye / Project Management Mélissa Wilmet / Website François Müller
Regina Club is a live venue in Liège. Concerts, shows, stand-up, tastings, in a room small enough that the front row is practically on stage. We spent the first phase of the job drawing nothing, because the interesting question was not what the place should look like. It was why anyone should trust it.
Finding something to do on a Friday stopped being hard years ago. Knowing what deserves the evening is the hard part. So Regina Club does not sell you an event, it vouches for one: you follow a label without knowing the artist, you trust a publishing house without knowing the author, and you can walk into Regina Club without asking who is playing. Access was never the luxury. Judgement is.
Regina is Latin for queen, from rex, king. The name was already saying it, so we drew it instead of hunting for a metaphor. The crown is constructed on radiating lines that converge below the room, which makes its points read as light as much as gold. Those are the bulbs above a theatre door, the marquee that tells the street who is playing tonight. Everything else in the system comes out of that second reading.
Old marquees ran on a grid. Fixed slots, fixed letter heights, a name that had to carry across the street. We built the identity the same way: three or six columns across nine lines, with set levels for the title, the subtitles and the crown. One grid lays out an Instagram post, a sign above the door, a bar menu and a price list. It is what lets the venue announce a jazz trio, a stand-up night and a tasting in the same week without the brand dissolving into whoever is on stage.
THE VOICE
It recommends, it does not convince. We wrote the tone as seven pairs, because a tone is easier to hold when you know what it is not.
Confident, never arrogant. Curious, never opportunistic. Editorial, never promotional. Elegant, never ostentatious. Accessible, never elitist. Warm, never familiar. Inspiring, never preachy.
Client: Regina Club
Agency: Braconnier
Creative Direction: Romain De Paepe
Artistic Director & Lead Design: Nicolas Bebronne
Graphic Design: Romain De Pape, Melvin Fernandez
Strategy & Positioning: Emilie Colleye
Project Management Mélissa Wilmet
Website: François Müller