Lounge bar Tokyo Joes reopens with Gyro brand

London design consultancy Gyro has created the corporate identity and branding for a Mayfair lounge bar and club called Tokyo Joes. The bar reopened on Saturday after several years of closure.

Gyro has also redesigned the identity for Tokyo Joes’ holding group, The Ten City Bar and Restaurants. The branding includes a sofa image which features strongly in the reopened club’s own logo.

Interiors have been designed by Shaun Clarkson, whose previous projects include other top London bars Denim and Jerusalem.

Tokyo Joes features white walls and pillars with gold chairs and sofas. There are plans to host events such as fashion shows, music launches and film premiere parties at the venue.

“It will have the same look and feel as [sister club] The Ten Room but will be a little more exclusive, appealing to a more high profile market place,” says Gyro creative director Jay Purcell. “Certain seating areas will have lighting panels which can be changed at the flick of a switch by the occupants.”

The branding project undertaken by Gyro also includes the development of membership cards, stationery, menus, cocktail lists, press pack and presentation pack.