THE CHALLENGE

Together with HMS I worked to elevate the brand positioning and story telling of the existing 40 degrees bar, to transform it in replicable brand in multiple airports around the world. At its core, 40° Bar & Brewery combines the best of the modern-day travelers’ spirit with the comforting space of a downtown bar. The name derives from the latitude of the airport where it is situated. It expresses a brand vision of connecting passengers from all over the world, coming together to sip the perfect pint.

BRAND STORY

‍On a world quest, to serve the best pint. At its core, 40° Bar & Brewery combines the best of the modern-day travelers’ spirit with the comforting space of a downtown bar. The name derives from the latitude of the airport where it is situated. It expresses a brand vision of connecting passengers from all over the world, coming together to sip the perfect pint.

The bar is HMSHost’s commitment to serving the best pint to its guests. Every iteration of the concept serves as a shop window for local breweries and craft products, paired with a mix of local and international cuisine. Zeta worked with HMSHost to create a visual identity, built around the principle of blending the global reach of HMSHost’s brand and its offerings – both local and international.

VISUAL IDENTITY

When developing the brands visual vocabulary, we designed a visual system that rotates around the world’s geographic system of coordinates, that can be tailored to each exectuion of the concept in the company’s wide network.

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COLLATERALS DESIGN

Latitude and longitude lines create a distinctive and elegant pattern that was used to connect all the branded items of the bar experience, with brand itinerant quest to pour the best pint.