Sanatorija. Gin Bar

Holy Affair designed the branding for Sanatorija. Gin Bar. Sanatorija (or spa in English) is not your average cocktail-sipping venue, it's a satyrical refuge from the boredom of reality. Sanatorija redefines the conventional definition of a bar and conveys convincing sur-real experience on and off-line.

In recent years Vilnius city has seen a major rise in the HoReCa market. A vast quantity of newly opened bars, cafes, and restaurants have engaged in a ruthless competitive fight. To shine in this environment a new bar needed a distinctive brand identity and a strong message that could reach customers who have seen it all. So what should a new gin bar be to outspeak everyone else in the category? It’s shouldn't be a bar! It should present itself as something completely different. While analyzing possible brand identity vectors we decided to do something outlandish but at the same time very relatable. Thus the name “Sanatorija” (or simply SPA in English) was born.