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BRAND STRATEGY, VISUAL IDENTITY AND SPATIAL DESIGN FOR SING SING

Turning up the volume

Playful, vibrant, and full of personality. Sing Sing Karaoke brings the authentic Japanese karaoke room experience to life, complete with colorful cocktails and Asian street food. Neumeisters mission? To craft a brand strategy and visual identity that captures the essence of this unique concept.

Project
Sing Sing
Client
Social Entertainment Group
Assignment
Brand Strategy
Visual Identity
Implementation
Joyful moment between two women singing – laughter, closeness and music in the air.Joyful moment between two women singing – laughter, closeness and music in the air.

Reveal your inner star

Sing Sing is for anyone ready to dive into the fun – whether you’re a karaoke addict or about to discover your love for the mic. The first venue opened in Gothenburg in 2017 and quickly became a smash hit.

Bright promotional signage for Sing Sing Värnhem – launch date, vibrant icons and energetic typography.Bright promotional signage for Sing Sing Värnhem – launch date, vibrant icons and energetic typography.

A flexible identity for every stage

Different venues, different cities, and completely different setups. Sing Sing’s visual identity needs to be flexible yet bold – you should never doubt where you are, even when the bar is packed with party-ready karaoke stars.

Close-up of friends enjoying karaoke – mic in hand, warm lighting and contagious joy.Close-up of friends enjoying karaoke – mic in hand, warm lighting and contagious joy.

Where fun takes shape

Every detail bursts with joy, music, and a party vibe. In the logo, the letter “i” transforms into microphones, while the speech bubble it sits in takes inspiration from comic books – it’s vibrant, pulsating, and alive with sound.

Bold neon typography in red and blue reads “Sjung för livet är en fest” – radiating nightlife energy.Bold neon typography in red and blue reads “Sjung för livet är en fest” – radiating nightlife energy.
Colourful triptych poster featuring Sing Sing branding, a dancing beer bucket and musical notes – energetic and eye-catching.Colourful triptych poster featuring Sing Sing branding, a dancing beer bucket and musical notes – energetic and eye-catching.

Lines, dots and pure fun

Playfulness is everywhere: flowing illustrations turn lines into musical notes and noodles, cheerful messages amplify the fun, and dotted patterns bring a lively, bubbly energy to the mix.

Vibrant graphic with a walking beer bucket, musical waves and the phrase “Boka rum!” – full of motion and fun.Vibrant graphic with a walking beer bucket, musical waves and the phrase “Boka rum!” – full of motion and fun.
Monochrome shot of friends mid-song – raw, expressive and filled with spontaneous joy.Monochrome shot of friends mid-song – raw, expressive and filled with spontaneous joy.