Uncle Lim's Real Immigrant Flavor
Uncle Lim’s, a Singaporean street food catering business, needed a brand identity and packaging system that captured the bold, comforting spirit of its cuisine while resonating with new audiences in the New England catering space. The challenge was to create a visual language that felt both authentic to its cultural roots and accessible to a broader market.
YEAR
2024
SCOPE
Brand Identity Design, Landing Page Design
CLIENT
Uncle Lim's Real Immigrant Flavor
WEBSITE LINK
Research and Study
The identity draws from Southeast Asian malay culture, blending family legacy with contemporary hospitality. Visual cues reference familiar textures, signage, and storytelling patterns from across generations.
Warm, Functional Brand System
The brand’s warmth comes through a flexible illustration system designed to scale across packaging, digital, and print. These hand-drawn elements reflect the charm of home cooking and personal connection at the heart of Uncle Lim’s.
Handcrafted
Developed a custom logotype and illustrations inspired by traditional tilework, the food, and enamelware. Every detail was considered to convey comfort, care, and cultural pride.
