THE DESIGN OF VISUAL IDENTITY IN FORMING A BAR'S COMPETITIVENESS

Abstract

The aim of the paper is to explore the role of visual identity in shaping the competitiveness of bars oriented toward female audiences and to identify the mechanisms through which visual communication influences market positioning and consumer perception.
Research methodology. The study applies methods of systemic and comparative analysis, brand-management tools, marketing research, and case analysis. The theoretical framework includes recent studies on identity design, interior design trends, and consumer behaviour in the hospitality industry. Visual elements of successful women-only bars in Ukraine and Europe were examined to identify common patterns in brand formation.
Results. The research demonstrates that visual identity acts as a key strategic component in building a bar’s competitive advantages. Logo design, colour palettes, interior solutions, and digital communication collectively create emotional engagement and shape the visitor’s experience. Case studies of G. Bar Brave Beauty Salon, Second Bar, and Diva Paris reveal three distinct identity models-futuristic, socio-cultural and theatrical-each enhancing recognisability and strengthening brand positioning.
Novelty. The paper conceptualises visual identity as a complex multidimensional factor that influences not only the aesthetic perception of hospitality spaces but also their economic performance and long-term brand sustainability in niche markets.
Practical significance. The findings may be used by designers, brand strategists, and hospitality managers when creating or updating visual identity systems for bars, particularly those targeting specific consumer groups.