Uncle Lim's Real Immigrant Flavor
Uncle Lim’s is a Singaporean street food catering business rooted in family, culture, and really good food. I created a new identity inspired by the visual language of Southeast Asian hawker culture, pairing a custom logotype with hand-drawn illustration, pattern, and packaging that feels warm, familiar, and full of personality.
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 pull from familiar textures, signage, and graphic traditions, creating something that feels rooted in the past without being nostalgic.
Warm, Functional Brand System
A flexible system of hand-drawn illustrations brings warmth and personality to the brand, reflecting the home cooking and personal connection at the heart of Uncle Lim’s. Designed to scale across packaging, digital, and print.
Handcrafted
The custom logotype and hand-drawn illustrations take cues from traditional tilework, enamelware, and the food itself, bringing a sense of comfort, care, and cultural pride to the identity.
