Fretless is a conceptual jazz club inspired by the spirit of mid-20th century jazz culture. Blending a warm, paper-cutout aesthetic with mid-century modern influences, it offers an ambiance that feels both nostalgic & fresh. The goal was to create a timeless space where people can relax, connect, & enjoy music. Balancing vintage charm with modern design was key to crafting an identity that feels both familiar & current. I led the creative direction & design development, overseeing everything from concept to final execution across print materials, signage, & branding elements.
The design process began with research into classic jazz visuals, with album cover designers, posters, & typography from the 1940s–60s. This informed a direction rooted in texture, simplicity, * warmth, inspired by handcrafted paper-cutout art. Visual Identity: Designed a logo & branding system using organic, cut-paper shapes to convey rhythm & movement. Typography & Color: Chose mid-century inspired typefaces & a muted, warm palette for comfort & sophistication. Print & Environmental Design: Created menus, coasters, posters, & signage that reflect subtle vintage details while maintaining a modern feel. Each choice was guided by the idea to let the identity visually echo the rhythm & soul of jazz.
The final Fretless identity captures the essence of jazz through texture, rhythm, & warmth. The tactile paper-cutout aesthetic, expressive typography, & cohesive environmental design create a seamless, curated experience. The result is a unified, immersive brand that celebrates jazz culture with authenticity & modern elegance — a space that feels handcrafted, comfortable, & deeply connected to the emotional spirit of music.
