(BAR)
(BAR)
(SERVICES)
(SERVICES)
Branding
Image Art Direction
Brand Content
Motion Design
Web Design
(ABOUT THE PROJECT)
(ABOUT THE PROJECT)
The With/Out bar challenges traditional drinking culture by offering an inclusive space. Its strong identity and strategy turns sobriety into an authentic and desirable social ritual among young adults.
The With/Out bar challenges traditional drinking culture by offering an inclusive space. Its strong identity and strategy turns sobriety into an authentic and desirable social ritual among young adults.
(CONTEXT & STRATEGY)
This branding project for a 50/50 bar explores the role of alcohol in young adults' social rituals, aiming to encourage mindful consumption by elevating the alcohol-free experience. It stems from a striking paradox: while alcohol acts as a powerful social glue, it remains the second leading cause of preventable death in France (INSERM).
Although young adults are drinking less, opting out of alcohol still faces significant hurdles, such as fear of judgment, feeling infantilized, or a lack of exciting options in nightlife. To address this, I designed WITH/OUT, a 50/50 bar concept tailored for "flexi-drinkers," who make up over 90% of the target audience. Unlike 100% alcohol-free venues that can feel moralizing or alienating, WITH/OUT focuses on inclusion rather than restriction—its goal is simply to restore the freedom of choice.
This philosophy of bringing people together is embedded in the name and the reversible logo, which features two hands toasting with different drinks. The visual identity is colorful, immersive, and designed for the trendy Parisian pop-up scene. It blends a chic aesthetic with dynamic, elongated typography and a clever symbol system that visually reinforces the 50/50 balance.
The bar features a two-way menu offering equal parts traditional cocktails and premium alcohol-free spirits. Since only 17% of consumers are familiar with alcohol-free spirits—despite them being the perfect solution to current nightlife frustrations—the design of the menu, the spirit booklet, and the website serves as an elegant and engaging educational tool for the general public.
This branding project for a 50/50 bar explores the role of alcohol in young adults' social rituals, aiming to encourage mindful consumption by elevating the alcohol-free experience. It stems from a striking paradox: while alcohol acts as a powerful social glue, it remains the second leading cause of preventable death in France (INSERM).
Although young adults are drinking less, opting out of alcohol still faces significant hurdles, such as fear of judgment, feeling infantilized, or a lack of exciting options in nightlife. To address this, I designed WITH/OUT, a 50/50 bar concept tailored for "flexi-drinkers," who make up over 90% of the target audience. Unlike 100% alcohol-free venues that can feel moralizing or alienating, WITH/OUT focuses on inclusion rather than restriction—its goal is simply to restore the freedom of choice.
This philosophy of bringing people together is embedded in the name and the reversible logo, which features two hands toasting with different drinks. The visual identity is colorful, immersive, and designed for the trendy Parisian pop-up scene. It blends a chic aesthetic with dynamic, elongated typography and a clever symbol system that visually reinforces the 50/50 balance.
The bar features a two-way menu offering equal parts traditional cocktails and premium alcohol-free spirits. Since only 17% of consumers are familiar with alcohol-free spirits—despite them being the perfect solution to current nightlife frustrations—the design of the menu, the spirit booklet, and the website serves as an elegant and engaging educational tool for the general public.
This branding project for a 50/50 bar explores the role of alcohol in young adults' social rituals, aiming to encourage mindful consumption by elevating the alcohol-free experience. It stems from a striking paradox: while alcohol acts as a powerful social glue, it remains the second leading cause of preventable death in France (INSERM).
Although young adults are drinking less, opting out of alcohol still faces significant hurdles, such as fear of judgment, feeling infantilized, or a lack of exciting options in nightlife. To address this, I designed WITH/OUT, a 50/50 bar concept tailored for "flexi-drinkers," who make up over 90% of the target audience. Unlike 100% alcohol-free venues that can feel moralizing or alienating, WITH/OUT focuses on inclusion rather than restriction—its goal is simply to restore the freedom of choice.
This philosophy of bringing people together is embedded in the name and the reversible logo, which features two hands toasting with different drinks. The visual identity is colorful, immersive, and designed for the trendy Parisian pop-up scene. It blends a chic aesthetic with dynamic, elongated typography and a clever symbol system that visually reinforces the 50/50 balance.
The bar features a two-way menu offering equal parts traditional cocktails and premium alcohol-free spirits. Since only 17% of consumers are familiar with alcohol-free spirits—despite them being the perfect solution to current nightlife frustrations—the design of the menu, the spirit booklet, and the website serves as an elegant and engaging educational tool for the general public.
(CARDS GAMES : LE PAQUET DE RENCONTRES)
To further foster a social atmosphere within the bar, I created and illustrated a matching deck of 54 "icebreaker" cards. Handed out randomly with each order, these cards are designed to spark conversations and ease the social pressure of not drinking. Each card features a unique illustration and a carefully crafted question engineered to initiate engaging discussions—whether you've known your companions for a decade or just met them.
To further foster a social atmosphere within the bar, I created and illustrated a matching deck of 54 "icebreaker" cards. Handed out randomly with each order, these cards are designed to spark conversations and ease the social pressure of not drinking. Each card features a unique illustration and a carefully crafted question engineered to initiate engaging discussions—whether you've known your companions for a decade or just met them.
(COMMUNICATION)
The WITH/OUT digital platform seamlessly extends the physical bar experience. The site features the brand’s story, the latest news, the drink menu, and a breakdown of how the icebreaker cards work. A dedicated community gallery highlights customer photos, echoing the social media strategy. Finally, an immersive explainer video ties the concept together, clearly showcasing the bar's unique value proposition. You can find the bar's Instagram with animated and fixed content here.
A PROJECT, AN IDEA, A CONVERSATION ?
FEEL FREE TO REACH OUT!
FEEL FREE TO REACH OUT!
at studio.baolinhk@gmail.com
For project inquiries and more information,
get in touch at studiobaolinhk@gmail.com
2026 @Baolinh(K.) Studio | All rights reserved
Art Director + Illustrator
Next availability: August 2026
Based in Paris | Working Worldwide
For project inquiries and more information,
get in touch at studiobaolinhk@gmail.com
2026 @Baolinh(K.) Studio
All rights reserved
Art Director + Illustrator
Next availability: August 2026
Based in Paris | Working Worldwide