Noche Loca is a brand new concept lighting up Hong Kong’s food and nightlife scene. Bold, loud, and unapologetically fun, it brings a high-energy take on modern Mexican dining, where tacos come with a side of tequila, and dinner often turns into a dancefloor.
The team behind Noche Loca approached Seven52 with a clear mission: build a brand identity that felt just as lively and memorable as the venue itself. Something full of personality, packed with energy, and ready to stand out in a crowded market.
At the heart of the project was the need to balance authenticity with atmosphere. Noche Loca isn’t traditional or overly polished, it’s casual, colourful, and built for a good time. The tagline, Tacos. Tequila. Total Chaos., became our north star. It captured the vibe instantly and helped shape the brand voice, visual direction, and creative strategy.
We developed a brand identity that reflects the vibrancy of the experience. The logo is strong, expressive, and easy to apply across the board. The colour palette leans heavily on reds, yellows, and bold, bright tones, capturing the heat of the kitchen and the energy of the crowd. Typography and tone of voice were developed to feel confident, playful, and unfiltered.
This wasn’t about creating something polished and minimalist. It was about building a brand that moves fast, has fun, and knows how to make noise in all the right ways.
From there, we rolled out a full visual identity system to support the launch. We delivered everything the team needed to bring the concept to life, including brand guidelines, logo variations, colour systems, typography, tone of voice, and branded collateral for use across menus, signage, staff uniforms, and social media.
We ensured that the brand could flex across day-to-night transitions, welcoming guests for casual early dinners, and holding its own once the lights dim, the music starts, and the tequila flows.
The final identity captures everything Noche Loca is about. It’s bold, lively, and impossible to ignore. With a clear voice, striking visuals, and a personality that jumps off the page, the brand now sets the tone before guests even step inside.
At Seven52, we specialise in creating brand identities that feel real, lived-in, and built to grow. For Noche Loca, we delivered a brand that doesn’t just support the experience, it is the experience.
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