Chinese Laundry – Reimagining an Icon of Sydney’s Club Scene

Role: [Creative Lead · Brand Identity · Art Direction · visual identity]

creative direction:

Appointed as creative lead for the highly anticipated relaunch of Chinese Laundry, one of Sydney’s most iconic underground venues. The challenge was to preserve the gritty, rebellious spirit that defined the club’s legacy while refreshing the brand with a future-facing aesthetic that speaks to a new wave of clubgoers. Oversaw the creation of a complete visual identity, curated the creative direction for photography and content, and designed brand collateral and merchandise.

Concept & Visual Direction

Chinese Laundry has long been a cornerstone of Sydney’s club culture — a place where rave history and music innovation collide. The new brand identity embraces this legacy while shifting toward a more refined, genre-focused direction centered around deeper house, techno, and jungle. Visually, the language blends distortion, analogue-inspired textures, and sharp typography to evoke the underground energy of the venue. The tone is gritty but elevated — a nod to the past with an eye on what's next.

Rollout & Execution

The creative rollout included:

  • Full brand identity and refreshed logo system

  • Art direction for photography and video content

  • Digital assets for relaunch campaign and social media

  • On-site collateral and branded merchandise

  • Strategy for content launch across platforms

This relaunch marked the rebirth of a cultural icon, translating decades of club history into a bold and contemporary new chapter.

Chinese laundry webpage link

Chinese laundry social media page link

Scope:  Brand strategy - Branding - Marketing collateral

Merchandise Design for Chinese Laundry’s refreshed visual identity. Designed by Elen Le Glanic as part of the exclusive relaunch merchandise.
Merchandise design featuring Chinese Laundry’s refreshed visual identity. Designed by Elen Le Glanic as part of the exclusive relaunch merchandise.
el_glanic-art-direction-clubbing-sydney_Chinese_Laundry_visual_Identity_1.jpg
Event photography of Chinese Laundry weekends clubbing nights
lanyards design Chinese Laundry’s refreshed visual identity. Designed by Elen Le Glanic as part of the exclusive relaunch merchandise.
Visual identity for the relaunch of Chinese Laundry, featuring bold neon typography and underground rave visuals. Visual identity and creative direction by Elen Le Glanic.
Social media grid showing the rebrand system for Chinese Laundry, blending techno, jungle, and rave-inspired aesthetics. Designed by Elen Le Glanic for the venue’s relaunch.
Animated sequence of photography for Chinese Laundry’s 2024 relaunch campaign. Visual identity, art direction by Elen Le Glanic.
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