In crafting a rich, evocative identity for CLOSED bar, how by why serves a lesson in worldbuilding

When developing the identity for the bar CLOSED, everything began with worldbuilding. From the get-go, it was important to preserve the heritage of the area the bar sits in. CLOSED occupies an old steelworks at the meeting point of the coast, a river, and a creek. For the Founder of how by why studio Mark Blackler, who was entrusted with crafting the identity, this setting was ripe for inspiration. When he looked closely at the bar’s backdrop, its historical and geographical elements inspired the idea of a ‘Smuggler’s House.’ “Historically, a ‘Smuggler’s House’ refers to a hidden building along coastlines or trade routes known for secrecy and clandestine activities. These hideaways facilitated a communal spirit grounded in trust and mutual support. By integrating this idea into the brand, we aimed to merge the past with the present – inviting patrons to embrace the allure of secrecy and the warmth of community,” Blackler tells us. To build on the storytelling, he suggested the name ‘CLOSED’ to capture this essence of exclusivity and intrigue. The idea of a smuggler’s den led Blackler to punk culture, which is known for “its defiance, raw energy, and rejection of norms. As you can see throughout the project, punk provides a bold, rebellious foundation,” he says. However, the design also had to have a sense of sophistication and polish, making it palatable to a modern clientele. So Blackler leaned on a degree of romanticism. “By blending punk’s raw, do-it-yourself ethos with a sense of elegance and allure, we crafted an identity that feels both daring and sophisticated. The “romantic” aspect adds emotional depth and aesthetic refinement, transforming rebellion into something captivating and beautiful.”