The client is already a well established brasserie style bar named ASTOR, with a jazz/bossa lively ambient atmosphere, but a basement bar that has always been the ugly duckling of the establishment. People rarely wanted to stay downstairs not even when they where waiting for a table upstairs to be ready.The client then decided to create a new bar in this basement, with a completely different feeling: a speakeasy concept bar, very dimmered lights, long dark red drapes, loud eletronic/rock music and a very sensual appeal. The place was named SubAstor.

Taking advantage of the darkness in the basement and the long red drapes along the walls we developed a concept called: sensual inferno.From this concept, a strong identity supported by a bold hand lettering was created and a subtle devil's tail which is also an arrow pointing down inserted in the U letter to give an idea of something very subversive going on down stairs.The connection to the up stairs Bar Astor brand world of old fashioned posters was the usage of torn, ripped and folded old posters as background for the printed materials.

Where once was a boring place for the customers to hang out, it has become a huge hit on the São Paulo night with lines downstairs almost everyday.Besides the benefit of the place being well accepted, there was also a larger benefit of a younger crowd filled with models, actors and artists who started to hang out there, making the entire place look fresh again.