Clwb Ifor Bach is one of Wales’ most iconic independent live music venues, with a long-standing reputation at the heart of Cardiff’s music and nightlife scene. The aim of the rebrand was to create a bold and flexible visual identity that captured the venue’s raw energy, cultural significance and grassroots spirit, while helping modernise the brand across print, digital, social media and merchandise.

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The new identity needed to feel contemporary and recognisable without losing the character that has made Clwb such an important part of Welsh music culture for decades.

We developed and presented two distinct brand directions, each exploring a different way to capture Clwb's personality, history and cultural significance. Rather than focusing solely on a logo, the aim was to create a visual system that could support the venue's wide range of activity while remaining consistent and recognisable.

Once a direction was selected, we refined it into a complete visual identity and produced a comprehensive set of brand guidelines covering typography, colour, graphic elements and layout principles. Alongside the guidelines, we created an extensive library of editable templates and assets, giving the Clwb team the tools they needed to produce posters, social content and promotional materials in-house.

The result is a flexible identity that allows different events, artists and campaigns to have their own character while still feeling unmistakably Clwb.