Chubby Fish

Chubby Fish is a high-energy, design-driven hand-roll sushi bar in Beirut that shifts into a music-led bar after 11 PM. We positioned the brand as a fast-paced sushi counter with a nightlife edge — sleek, intimate, and playful. Our work focused on storytelling, branding, visual language, and art direction, shaping a concept that moves between craft and energy. From 1 PM to 11 PM, guests sit close to the chefs, watching high-quality hand-rolls come together with precision and rhythm. As night falls, the space transforms: lights soften, music takes over, and the experience blends Japanese ritual with Beirut’s late-night culture.

The identity follows two characters - Chubby and Fish - capturing the meeting point between eating and moving, food and rhythm. This character-led approach gives the brand warmth and memorability, while the overall system remains clean, structured, and considered. The logotype is expressive and textured, designed to feel approachable without losing its polished edge. Subtle shifts in the letters introduce movement, hinting at music, energy, and the flexibility of the space as it changes throughout the day.

The wider visual language balances clarity with play. A structured system keeps the brand refined across menus, packaging, signage, and digital touchpoints, while character moments and graphic details add personality whenever needed.