Branding Case Study

Bahr develops an innovative art and experience concept designed to dissolve the barriers between the viewer and the work – factors that often complicate access to the art world. With the vision of enabling new access to creativity through curated experiences and interactive formats, Bahr turned to the design studio to develop a striking identity and lay the foundation for brand awareness and the strategic direction of the "Art to Own" festival.

Bahr required a brand identity that positions them as a rising force in the fields of art mediation and event culture – while simultaneously embodying their core values of depth, change, and boundless creativity. Inspired by the meaning of the name (Arabic for "Sea"), a visual presence was created that translates the dynamism and diversity of the ocean into the world of art.

2024 - Art Festival

Brand Attributes:
Profound – Transformative – Innovative – Creativity

Name Development

The name development focused on the necessity of finding a name that bundles the brand's abstract values – depth, change, potential – into a single, powerful word while maintaining international resonance.

Strategic decision: We chose Bahr (Arabic for "Sea"), as it metaphorically maps the brand mission perfectly:

• Depth: The sea represents hidden treasures and the intellectual/emotional depth that art aims to explore.

• Boundless Creativity: The infinity of the ocean reflects the limitless potential of artists and creativity.

• Change: The sea is constantly in motion, symbolizing the dynamism and innovative power of the festival.

Impact: Choosing a non-Latin but easily pronounceable word gives the brand an air of exoticism and profundity, reinforcing its position as an innovative and cosmopolitan cultural institution.

Colour Palette

The Bahr palette consists of a foundation of deep blue tones (depth, trust) and vibrant, high-contrast accent colors (neon turquoise, coral, mauve).

This combination signals innovation and change (like the sea itself) and positions Bahr as a brand that is both profound (foundation) and simultaneously boundlessly creative (accents).

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Challenge

The abstract brand values of Bahr – depth, change, and creativity – had to be made tangibly accessible to visitors during the three-day festival. Beyond the visual and acoustic impressions of the artworks, Bahr sought an innovative method to deepen the event experience and strengthen the emotional connection to the brand. The challenge was to translate the artistic experience into a "portable" culinary element.

Solution

To fulfill this requirement, we conceived and curated the "Signature Drinks: Art in a Glass" series. This exclusive range of beverages was directly inspired by historical art styles and renowned artist personalities.

Each drink was designed to expand the brand experience culinarily and transport the values of Bahr on both a gustatory and visual level, thereby creating a new, multisensory interaction with art.

Result

The introduction of the signature drinks was a complete success, significantly improving visitor engagement and brand communication.

Increased Engagement: The beverages became an integral part of the festival storytelling, leading to strong organic content sharing across social media. Strengthened Brand Association: The unique connection between taste, art style, and market value solidified the core message: Bahr offers art to be experienced and taken home.

Typography

Hipnouma is the primary display typeface for Bahr. Inspired by organic, fluid shapes, Hipnouma possesses a dynamic and almost living appearance, while simultaneously featuring futuristic, experimental design elements.