Ice Rocks Brand Identity

A new concept bar with a special twist. Ice Rocks will be the biggest ice bar in Europe, with a permanent fixture in Loughborough that can be transported across the UK for events.
By night, Ice Rocks is a buzzing bar with live music and entertainment and by day, it’s a popular tourist attraction with people of all ages flocking for experiences to remember. Naturally, a brand this special requires an equally unique brand identity.

Target Audience

A diverse crowd:
– Friday and Saturday nights attract more of a party crowd (i.e. 18-35 year olds, birthday parties, hen parties, stag dos, Christmas parties, etc).
– Whereas in the day time and during the week, there is more of a chilled vibe with a mixed crowd including fami– lies.
– The bar is also hireable for work events, weddings, museums, you name it! So there is also a commercial market to consider.

Brand Values & Tone

– Special: this is an out of the ordinary and immersive experience.
– Playful and informal but not too informal as we need to appeal to a wide audience including corporate clients. – Proud to be British: this is a tourist attraction that attracts an audience from within and outside of the UK.