When opening a sushi bar in the vibrant downtown restaurant scene, it was a must that Baru made a bold entrance rooted in Japanese culture, while embracing the modern and fresh Cincinnati nightlife. Baru is Cincinnati’s first cocktail and sushi lounge, a premier after-hours experience awash in warm woods and moody glamor. Inspired by izakaya (Japanese for stay-drink-place), leather couches and intimate lighting invite you to unwind, order another round, and catch up long into the night. Night owls and foodies alike, are welcome to the stay-drink-sushi place.

Brand identity, environmental, experiential, naming and illustration considerations all played major roles in how Durham helped Baru roll out and introduce a new nightlife experience to downtown Cincinnati. Through the through-line of red, purple, green and gold, we weaved together a color story backed by the interior design of the bar and wrapped it mega-large murals to match the mood.

The end result? Durham served up and poured out an identity that exists solely for the experiential and encourages patrons to stay — drink — sushi.