OVERVIEW
Star Trek is one of the most successful franchises in the world, with millions of fans. Ten Forward is a new bar and restaurant that showcases art and ambiance from the films, series and fandom. It targets a niche audience of “trekkies,” ages 31–48.
SOLUTION
The Ten Forward brand uses a mixture of materials, color, and imagery to convey the Star Trek theme. A neon color palette expresses the sci-fi genre without taking itself too seriously. Bright murals featuring Star Trek characters are used in the seating area. Details like the ‘Open’ sign and the double-sided coasters are themed to resemble elements from the television series. The menu contains an adjustable list of themed items and an attachable happy hour menu with high contrast, making it easy to read. Sweet Sans was used for its clean readability and light personality.