Ideas reimagined
© 2025
Above Rooftop
© 2025
Client
W Prague
Services
Branding Product Design
Graphic Design
Year
2025
Above Rooftop
Above Rooftop is an open-air bar, lounge, and grill on the rooftop of W Prague. With sweeping views over the city, it’s a vibrant daytime hangout and a prime spot for golden hour. The menu features bold food and drink concepts shaped by rotating guest chefs and the expert bar team. With DJs playing throughout the week and a chill atmosphere, Above Rooftop is made for sunlit afternoons and skyline sunsets.
We were tasked by the W Prague team to create a fresh brand identity that expressed the warmth and joy of a summer rooftop scene; something light, memorable, and inviting. It needed to be able to live on its own, but also complement the W Prague experience, as well as stand alongside the branding for Minus One previously created by our studio.
Concept
Above Rooftop is built around the idea of gathering. It’s a space that’s light, social, and open to new introductions. For the visual identity, birds became a central reference. Not only in a decorative sense, but as a symbol of movement, freedom, and connection. They reflect how people naturally come together to share space, stories, and enjoy the summer sun. From the name to the palette, the reference is subtle but consistent. The atmosphere is designed to feel bright, and energized. It’s a place where people flock to.
Branding & Product Design & Graphic Design Branding & Product Design & Graphic Design
Fantastical Birds
The birds were custom illustrated as part of Above Rooftop’s visual world, building on W Prague’s theme of the fantastical garden. Inspired by real species but drawn with their own quirks and traits, they sit somewhere between the natural and the imagined. Each one is made from interchangeable parts, so wings, legs, and tails can be swapped and recombined. It’s a modular system that brings the identity to life in a way that feels both unexpected and uniquely fitting for Above Rooftop.
Each bird was illustrated on a shared grid system, allowing body parts to be mixed and matched without losing proportion or alignment. This modular approach was essential for the flip-style menu, where parts need to line up cleanly across pages. It also means the birds can be easily animated, scaled, or re-used across formats while staying consistent. The system gives the identity room to grow, with the freedom to introduce new "species" or combinations over time.
Menu
The menu was designed as a playful, tactile experience. Custom-illustrated birds appear throughout, with the layout split horizontally so guests can flip and mix the top and bottom halves. It feels a bit like a children’s book. It's light, imaginative, and designed to make browsing the menu memorable and fun. The menu cover is a fully custom piece, made from repurposed apple waste from the juice industry. Finished in bronze to match the brand palette and interior tones, it’s hand-sewn for clean construction and features a hot-stamped logo and wordmark. Designed to last, the cover can be reused with the rotating food and drinks menu. Pages can be added or swapped out depending on what’s on offer, making the menu flexible, practical and just a little more sustainable.
Logo
The Above Rooftop logo draws from the original sculpture that crowns the historic Hotel Europa, now W Prague. Still visible at the top of the building, the statue features three free-spirited women and a bird. It is a composition that reflects themes of beauty, openness, and elevation, all of which align closely with our concept behind Above Rooftop. We introduced the A symbol at its center to mark the arrival of Above Rooftop. It adds a modern layer to a classic form, giving this heritage design a clear focal point and a distinct identity of its own.
The color palette reflects the energy of the rooftop, while the typography helps set the tone. Both were chosen to amplify the unique spirit of Above Rooftop. P Hatton from Pangram Pangram adds a nostalgic elegance to headlines with its crisp, sculptural forms. For body text, we used Raptor V1 from Superior Type, a bold, geometric sans-serif that feels dynamic and approachable. Together, they create a visual language that feels familiar and playful, with a nod to our childhood storybooks.
Flying Letters
The Flying Letter acts as a dynamic secondary element that brings a sense of movement and rhythm to the identity. Inspired by the idea of flight and free expression, it gives the visual language a playful lift. Used across menus, signage, and digital assets, it helps break static layouts and makes each touchpoint feel more lively and expressive.
Custom Materials
Beyond the core identity, we designed a range of branded touchpoints to support the guest experience. These included gift bags, card holders, wine buckets, reservation blocks, and other on-site details. Each one designed to feel cohesive and unmistakably part of Above Rooftop.
Bespoke Wearables
As part of the brand experience, we designed a line of bespoke merchandise for Above Rooftop. Focused on clothing and wearable pieces, the collection reflects the same light, expressive feel found throughout the visual identity. Custom graphics, bold color accents, and playful typography turn each item into a natural extension of the rooftop.
