Bait had been part of Bangsar's dining scene for years.

As one of the neighbourhood's early seafood bistros, it had built a loyal following around fresh seafood, oysters and an easygoing dining experience.

But the brand had started to feel dated.

The food and experience had evolved. The identity hadn't.

The challenge wasn't to make Bait look newer.

It was to make the brand feel like where Bait was going next — without losing what people already loved about it.