Located in downtown Singapore, Bar 38 is a specialty bar and restaurant dedicated to creating omakase and fusion asian courses.

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.

At the bar, the Chinese idiom “不醉不归” (which means one does not go home until one is drunk) sits above, 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.