Results
The result is a flexible and expressive visual identity that brings Uncle Lim’s personality to life across all touchpoints. The system successfully bridges heritage and modernity, creating a cohesive and memorable brand experience—whether encountered in-person or online—and positioning Uncle Lim’s for future growth and expansion.
2024
Uncle Lim's Real Immigrant Flavor
Crafted a culturally rich and authentic brand identity for a chef bringing the communal spirit of Singaporean hawker food to New England, creating a flexible and contemporary brand that honors tradition while supporting business growth.
Brand Identity, Website Design, Wix, Visual Design
Objective
Uncle Lim’s, a Malaysian street food concept, needed a brand identity and packaging system that captured the bold, comforting spirit of its cuisine while resonating with new audiences in a fast-casual dining format. The challenge was to create a visual language that felt both authentic to its cultural roots and accessible to a broader market.
Design Solution
I led the full brand identity and packaging design, from initial research through to production. The creative direction was inspired by the vibrancy of Malaysian hawker stalls—combining nostalgic textures, playful modular typography, and a bold color palette. Working closely with the founder, I translated their vision into a joyful and street-smart brand system deeply rooted in cultural context. Custom illustrations and a scalable typographic system were developed to adapt seamlessly across packaging, signage, and digital channels. Each design decision balanced authenticity with approachability, ensuring the brand remained culturally grounded while engaging a wide audience.