Formalising the identity of an established nightclub in Amsterdam

BonTon, a well-known club in Amsterdam, already had an established look and feel. But like many fast-moving venues, the identity lacked an internal framework. As the brand expanded across touchpoints, inconsistencies emerged — creating friction in both production and perception. The absence of clear rules made design decisions harder to scale.

Our role was not to redesign, but to stabilise. We preserved the existing logo and core palette, and built a system around them. This included typographic logic, spacing standards, usage thresholds, and brand architecture principles that clarified how sub-brands and spaces relate to the whole. The work translated instinct into direction — giving teams what they already understood, in usable form.