New Bahru

Located in the heart of River Valley, Singapore, New Bahru is a vibrant destination that transforms a former state high school into a hub for dining, retail, and creative expression. Developed in collaboration with The Lo & Behold Group, the branding serves as a dynamic “container” for the diverse businesses on-site. The identity was designed to be bold enough to engage visitors while remaining flexible enough to retreat and let the individual tenant brands shine.

The name “New Bahru” playfully blends English and Malay, reflecting Singapore’s multicultural vibrancy and the code-switching fluency of its people. To capture this hybrid spirit, the visual identity pairs a utilitarian typeface with a custom hand-drawn font. The primary marks draw direct inspiration from the site’s architecture, referencing the building's footprint and the distinctive arc shapes of the original school hall.

Functional yet charming, the branding system extends into a detailed signage and wayfinding program developed alongside local architects and landscape designers. By using the “N” from the primary mark as a foundational structure for signage, the design creates a physical link between the identity and the building’s form. The result is a colorful, ever-evolving destination that invites those with a curious mind to explore a unique blend of experiences and cultures.

Role — Art Director/Designer, Production Designer (at OMFGCO)
Brand Team — Fritz Mesenbrink, Kim Sutherland, Sarah Hollowood, Lea Loo, Ridan Arellano, Jason Yun, Ariel Piazza
What We Did — Strategy, Naming, Concepting, Copywriting, Visual Identity, Custom Typography, Signage & Wayfinding, Digital Wayfinding Experience, Website Design, Custom Furniture Design, Brand Guidelines, Photography Guidelines, Karaoke
Client Team — Lo & Behold
Architect — FARM
Landscape Architect — Humid House
Consultants — Sacha Leong (Nice Projects), Joseph Koh