Over

Branding

Singapore is among the bottom 10 for work-life balance and ranked the second most overworked city in a study of 40 cities. This project focuses on giving a sense of community that specifically targets overworked people to help them feel less alone.

Bars and restaurants are the familiar places people go to after work where they can meet people to connect, relax, and wind down. ‘Over’ is a brand identity for a bar that revolves around people’s stories and struggles in their workplace. The brand shares the realities people face in the working world in a relatable, humorous, and sarcastic approach. As the brand activation, Over provides a platform where people can anonymously fill in their confessions and stories related to their job. These stories will be featured on social media and public posters, hoping to give a sense of companionship that we are all in the same boat.