When Tony Bernaba set out to open up his very own hookah lounge in Merced he wanted to create an environment that was both comfortable and youthful. He cam to me for a mature, exciting and luxurious logo and brand identity. The DEN's logo was inspired by elegant curves and a sophisticated typography using modern serif letters. Merced is a city with both an older aged demographic and UC Merced so the goal was to target both equally. Therefore creating a traditional and modern brand.