Rebranding Shots Bar Chupitos is a Singapore-based bar and restaurant that is all about celebrating bold flavours and spreading the free-spirited message of fun and friendship. Located in the heart of Clarke Quay, Chupitos offers a unique drinking and dining experience that is unlike any other, and with them, it’s always a good time. This rebranding reinforces Chupitos as an experiential brand, conveying them as an all-day dining and party destination. At the same time, it reframes the public’s perception of Chupitos as a ‘cheap shooters bar’ to a classic and quirky restaurant and bar. In turn, this helps the brand to attract a more mature crowd of diners and party-goers who are looking for sophisticated fun. Chupitos’ new brand identity introduces the unordinary to a tropical jungle—inspired by Singapore as a tropical island, the jungle-themed concept acts as the backdrop for creating a playful, quirky, and colourful world. The new Chupitos transports customers to an otherworldly destination that takes them away from their ordinary lives. Expressive, quirky, and engaging, the brand identity uses a mixture of floral and fauna, nature-inspired shapes and elements, and naked human figures and body parts to create the sense of bizarreness, excitement and surprise that makes up the Chupitos experience. The graphics, paired with a range of vibrant colours, brings out the energy and vitality of Chupitos; conveying unrestrained fun, playfulness, and spontaneity. Overall, this refreshed brand identity reflects Chupitos’ aspiration to move beyond being just a shooters bar, and helps to carry the brand forward, transforming the brand to a go-to destination where people can go wild, for a while.