At Dekota, we’re always up for a good challenge. So when Greg from Belong Bars gave us the task of crafting a new evening vibe for Derby, one that feels inviting, has that tight-knit community energy, but still packs a little punch, we were all in. Tasked with not only creating the interior vibe, they wanted the full branding service to really push the brand!

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With a brief like that, our creative sparks were flying. The spot’s nestled in the Old Blacksmiths Yard in Derby’s city centre, so there’s a rich industrial history oozing from the walls. But let’s be real, the whole “industrial chic” thing’s been done to death. So, we knew we had to nod to those industrial roots but give it a fresh spin.

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We got stuck in with Greg and the crew, brainstorming names and branding until we landed on Belong. It’s got that homey, community-driven vibe, like your favourite local haunt that just feels right.

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Being hands-on with the branding meant we could keep the design vision tight from the get go, no messy mix-ups or conflicting styles. Because when it comes to your brand, consistency is everything. You want your crowd to know exactly who you are, what you’re about, and why they should keep coming back.

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We wrapped up a full concept pack for Greg and his team, a blueprint to guide them through the construction phase. You can check out the details below. And trust us, go there, kick back, and enjoy a cold one in that inviting, no-fuss atmosphere!