Work · Brand identity · Past design, 2023 to 2024

Kaleido: a brand built from a name

A Hong Kong culture hub and café in Richmond Hill, launched in 2024. We built the brand before anyone drew a logo: strategy, identity, a membership and booking website, and the interior direction for the space.

Brand strategy
Identity and guidelines
Website and booking
Interior direction
2023 to 2024

The brief

One space, five uses, no sentence for it

Six weeks after Assembly Market, the same organizing side came back to us holding a lease. The 4,600 sq ft unit on 16th Avenue in Richmond Hill had to work as a café and pub, a pop-up market, an exhibition hall, training rooms and a space for children's workshops. Nobody could yet say what it was in one sentence.

The space, in 3D

A model before the walls

The measured model we built from a scan of the empty unit.

3D visualization of the Kaleido floor with the ceiling removed: lobby, coffee bar, hall, training rooms and studio. Not a photo.

Top-down 3D visualization of the whole Kaleido floor: coffee bar and lounge at the top, the hall and training rooms below. Not a photo.

Axonometric 3D visualization of the Kaleido floor with the ceiling removed, showing the rooms and the wood slat walls. Not a photo.

Before and after

March 2024, then August 2024

Before, March 2024: the grey double doors at the entrance of the empty unit.

After, August 2024: the same entrance doors, now black with orange handles. This photo was scaled and shifted to line up with the before photo; the only other change is a blurred reflection in the door glass.

Before, March 2024: the building corner with the previous tenant's sign. Signs and car plates are blurred.

After, August 2024: the same corner with the Kaleido sign, taken from a similar spot. Neighbours' signs and car plates are blurred.

Before, Mar 2024

After, August 2024: the new reception with a wood slat counter, a pegboard wall and wood stools. Same counter position; this photo is turned to the right.

Before, March 2024: a close view of the garage door in the empty hall. A sticker is blurred.

After, August 2024: the hall seen wide, with a black ceiling, a projection screen and the same garage door on the right.

Designed, then built

The plan on screen, then the room

3D visualization of the coffee bar with a curved wood slat counter, 2024. Not a photo.

The coffee bar as built, August 2024: the curved wood slat counter with an espresso machine. The photo is the closest built view to the render's angle.

3D visualization of the wash area by the coffee bar, with wood slat walls and an arched opening, 2024. Not a photo.

The wash area as built, August 2024: wood slat walls, two arched mirrors and two basins. The photo is the closest built view to the render's angle.

3D visualization of a training room with a wood floor and track lights, 2024. Not a photo.

The studio as built, August 2024: a bright room with a wood floor, a mirror wall and black French doors. The photo is the closest built view to the render's angle.

The identity

From a name to a system

The Kaleido sign on the building, 2024.

Brand guideline sheet: logo design.

The Kaleido colour palette: Kaleido Orange, Black, Kaleido Yellow, Kaleido Magenta, Kaleido Cyan and Kaleido Blue, with print and screen values. — Brand guideline sheet: colour palette.

Brand strategy sheet, 2024.

A site map for the Kaleido website with pages for venues, classes, pop-up events, articles, contact and membership, and the booking steps. — Website site map, first round.

Process

The model, turning, March 2024

3D visualization, not a photo. Model, Mar 2024

Result

The booking website went live before the doors opened.

In July 2024 a local business used its contact form to ask whether the café bar could host a private event of about 30 people and their dogs, and whether the membership applied: the site was already showing the venue by room and membership tier before launch. The venue opened in August 2024.

About the project

What we delivered

Brand strategy: one purpose, one core benefit and one point of difference for each audience and each service
Logo, colour, type and brand guidelines
A membership and booking website, with a site map planned room by room
Social media templates
Interior direction, from a 3D scan of the empty unit
Brand and space photography

How we worked

01
Strategy firstEvery audience and every service was cut to one purpose, one core benefit and one point of difference before a graphic was drawn.
02
IdentityLogo, colour and type built from that strategy, then written into guidelines the venue team could use.
03
A model before the wallsWe scanned the empty unit with Scaniverse, rebuilt it in Blender and exported it so the client could walk a measured model on a phone before construction finished.
04
Website and bookingMembership and room booking planned page by page, and live before the venue opened.

Client: Kaleido, a Hong Kong culture hub and café in Richmond Hill
Years: 2023 to 2024
Credits: 852 Tangram: brand strategy, identity, website, interior direction and photography, December 2023 to May 2024; Team: 852 Tangram designers and space designers

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