Postcard Brand Identity

Postcard is a Tokyo-style vinyl listening bar and café in Chicago’s trendy West Loop neighbourhood created by Canadian luggage and travel accessories brand Monos. Anchored by a custom sound system of vintage JBL speakers and a bespoke DJ booth with Technics SL-1200 turntables, Postcard treats music as ritual. Weaving playlists and live sets from a rotating lineup of local and international DJs ensures the soundscape is never the same twice. A menu of light bites and beverages is complemented by partnerships with Chicago favourites. Inspired by the golden age of travel, the visual identity takes cues from modernist typography and proportions found in vintage airline marketing but combines it with a "bloom" treatment for the logo that evokes photographic exposure and reproduction. The "stamp" on the upper right of the logo mimics a classic trademark symbol but also works as a destination anchor device throughout the identity and connects to the wandering ellipses found in the Monos identity. An eclectic mix of imagery that evokes escapism, whimsy, nostalgia and wonder, brings a warmth and variety that is ever-changing and flexible. With plans to expand Postcard into other markets, each location aims to bridge design, culture, and community with unique touchpoints that connect to its surroundings. See our Monos Travel U.S. Store Openings case study for additional details on the Chicago store opening.