The owner came up with the bold name Fatalist, and a logo playing on the words LUCK and FUCK — reflecting his rebellious nature, his love of punk, and craft beer. From there, the concept of the place took shape: a brand platform, a voice, and a way of communicating that turned a bar into aф movement.
At first, the visual toolkit was just a logo, stickers, and a strong vision. In the end, it became a full-fledged brand — with a website, a visual identity, a voice, and a soulful community built around it.