Offering a safe place for niche music to be seen and enjoyed, The Hug presents itself as a platform for artists and musicians to fully embrace and show themselves, and at the same time as a place for people to come and enjoy a night out with music and drinks. With plans to expand their activities to include dance, sculpture and modern art at in-house exhibitions and further plans for artists to showcase their skills in online concerts and viewing parties, The Hug is an avant-garde venue fused with the relaxed atmosphere of a speakeasy or retro bar where anyone can comfortably fit in.

The creative concept for ‘The Hug’ comes from the combination of musical elements and the warm embrace of a hug, both key parts of the client’s identity. As such, the logo is a fusion of a treble clef and an embracing figure, symbolizing the connection between music and self-comfort. The warm color palette makes use of coquelicot red, associated with physical energy and vigor, which complements the inviting and engaging atmosphere of The Hug.