Where the 3rd half is played
Porto is a booming city, with an ever growing offer for locals & tourists of hotels, restaurants, and bars. But there was one thing missing: a true Sports Bar, where you would go to see a game of football, a tennis match or even athletics. A place dedicated to the love of competing, of being in a team, of honouring and enjoying the true values of sport. And to have a beer at the end.
The rugby community in Porto saw this opportunity and decided to go for it: it was also a chance to “resurrect” their old (and at the moment closed) Rugby Club House. Having found a truly beautiful and charismatic location, the billiard rooms of the Ateneu Comercial do Porto (a very old and traditional club), they decided to keep the name people were still familiar with: CLUBE.
At VOLTA we are Rugby (and all sports) lovers, so they challenged us to create their identity, and accordingly decorate and promote the CLUBE. This was truly an opportunity of creating a brand where we were the target audience. From the logo to the tag-line, we set out to create the perfect place to enjoy a game of rugby (or whatever other sport), have a nice beer, and respect the heritage of the Ateneu’s walls.
Tradition calls that after a game you “play” a third-half, aka having a beer with team partners and opponents. So we created the tag-line “Onde se joga a 3ª Parte“ (Portuguese for “Where the 3rd half is played) .
As the site was already very charismatic, with old pool tables, dark wood and marble columns, we decided our identity should reflect this, so we went for vintage/retro typography. On the decor, we also respected the room’s classic look & feel and worked on “top of it”: a thorough research of early and middle 20th-century sports photos was made, creating an intricate photo mosaic on the walls. Vintage objects (bicycle, racquets, rugby shirts) were also hung on the walls, amidst inspirational sports quotes. A set of 10 rules was also created, with a friendly Rule Nrº1: “If you’re reading this, you’re already a member.”
You’re invited to come and play the 3rd half with us: we’ll be at the CLUBE waiting for you.
Photography by Nuno Moreira