The brand update is about elevating the overall experience, making it more approachable and aligned with the audience while maintaining its playful and welcoming spirit. BLT’s story revolves around creating a name that feels both happy and melancholic, evoking comfort and authenticity. The abbreviated name allows for a fun and casual identity, while the potential for incorporating the acronym into the logo offers creative possibilities.

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The target audience has shifted slightly, focusing on individuals in their late 20s to late 30s who value a safe, reliable space for socializing—perfect for first dates or casual outings. Situated in a more conservative neighborhood with southern architecture, the brand aims to connect with this unique local context while staying friendly and dependable.

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This update moves away from the retro aesthetic, opting for a refreshed color palette and a more modern, cohesive visual identity. While elements like the rainbow and umbrella are cherished, the goal is to create a cleaner, less chaotic design that feels inviting and accessible to a broader audience. The updated brand reflects a balance between tradition and progress, ensuring BLT continues to be a vibrant and comfortable destination.

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Role - Creative Project Manager

Agency - Monumento