To carry out this project we decided to start from the typographical structure that had been established over the years. From the studio we investigated the root of aesthetics with the aim of concluding a discourse that was embodied but not shown, that is, it could be read between the lines, but it was necessary to bring it out to the customers. The first step we took was to readjust the design of the logo, to do so we hierarchised and standardised the small cut of the /O/ and, in this way, we managed to complete the speech of the word. In addition, space and size adjustments were made in each of the letters with respect to the whole, giving the logo an aesthetic that would evoke us more of a brand than a tattoo. We also changed the tagline that accompanies the logo by making the by Arsenio disappear, as none of the other bars in the group have it, for the phrase Urban Beach – Every day & night, a fresh and youthful statement adapted to the new times. Another of the steps we took was to select a new, very powerful typography which has become the basis of Bebo’s discourse that will make this brand last over time, in the minds of its consumers. The typography chosen is that which characterises old school tattoos. This artistic style is characterised by its large and colourful designs, with a vintage aftertaste that we can see in the black lines on the outside. Among all the themes on which these designs were based, the marine environment stood out with great strength. One of the fathers of modern tattooing was Jerry Collins, or sailor Jerry who, even though he was a sailor, dedicated his inspiration to the creation of various tattoos considered today as icons. With Jerry’s illustrations we were able to take the seafaring theme and typography to the extreme, giving them that actuality and colourful vision. Regarding the applications, we proposed the patches and stickers that are so fashionable right now, and that connect with the thread that encompasses the whole positioning. Also, the re-edition with the new Bebo aesthetics, of a bottle of rum, a marine drink par excellence.