We took the logo as our starting point to develop a custom display typeface. G M already made some unique letters like /Y or /K from the fish shape.

Since the brand lives in the "midnight" space, we leaned into the visual contrast of a city after dark. We played with a specific tension of in-and-out: round contours paired with square counters. This was a direct nod to those old-school street LED signs, the kind that buzz with life and a slight flickery charm.