This branding is for a dry bar (alcohol free bar) in Vancouver BC, where you go to have the complete bar experience, simply sans alcohol. Here you can bring your family, your date, friends and coworkers. No one will ever ask if you are pregnant just because you are not drinking; your sober alcoholic friend will not be uncomfortable (and bored) ordering that diet coke; and your date will not have an opportunity to hide themselves behind a veil of alcohol. The concept direction is based on the question how alcohol relates to the dating world. That so many people are insecure of themselves, enough to feel like they have to drink in order to pick up the courage to flirt and to tell someone how they feel. But how about the animal kingdom? What does animals do when they cannot empty a glass? Anyone who has seen the tropical birds in nature documentaries, knows that they have intricate mating rituals that would impress anyone. They wear colourful and creative costumes, they practice their mating dances to perfection, they sing like nothing you have ever heard before and much more. This inspired the concept for The Canopy, where the visitors can unabashedly "roost together under the treetops". The visual style includes handdrawn elements with bright colours to further point out that we are all original, special and beautiful in our own way and that we should be proud of being us.