Sometimes branding a bar is license to be as extreme as imaginable. Paperview and White Beirut, a high-profile restaurant and lounge in Beirut, didn’t want to go over the top in their rebranding of the club, but they did want to make a statement. The statements they were looking for were “stylish”, “elitist”, “striking” and “slightly futuristic”. They landed there with a branding scheme designed around white and a few neon colors. The logo itself has good motion to it and features three eye-grabbing colors to make up the W. All the marketing collateral produced for White revolves around those three distinctive colors as well as the interiors of the bar itself, headlined by neon purple. White is one of the biggest and most popular clubs in Beirut, and the branding is on par with its attitude and perception.