The district of Shinjuku contains many small capacity whisky bars which the locals often frequent. Such bars are not equipped to serve the masses of seasonal customers which inundate the bars (and district) during peak times. The local government sought to remedy this through the creation of a large multi-level, specialty gin bar that can cater for large numbers of groups. The client requested that the branding reflect the eclecticism of the district while attracting the target demographic at the same time. To increase revenue and adhere to the demographic norms, the client requested that the rebrand encourage passive ordering through web devices and create hype on social media. As such, Basil’s Gin Bar was born.
