Branding
Bar 38.
Creative Director: Jiahui Tan
Designers: Siokkan Chow & Joey Tan✌️
Catered to the post-work and weekend crowd, the identity revolves the story of the Ape and his best friend, the Doe and their interesting friendship.
A custom logotype combining both Mandarin and English is designed based on a consistent grid. The similar grid is used for the rest of the alphabets, as well as other way-finding and graphic elements.
representing the provocatively bold and fun nature of the brand.
To cater to the dimly-lit space, as well as various digital and social media platforms, various neon illuminated designs were created to bring out the experience in its entirety.