UNCLE LIM'S REAL IMMIGRANT FLAVOR
CLIENT
Uncle Lim's Real Immigrant Flavor
TYPE OF CLIENT
Private Chef, Catering
CATEGORY
Brand Identity, Art Direction, Visual System
BRIEF
Hawkers prepare a variety of food ('hawker food') for people who dine and mingle at hawker centres. These centers serve as 'community dining rooms' where people from diverse backgrounds gather and share the experience of dining over breakfast, lunch and dinner. This chef, who is originally from Singapore, wanted to bring this to his own New England community. He works in his own kitchen, crafting beautiful meals and kueh for pop ups, private events, and special occasions.
WHAT I DID
From various meetings, emails, and stories from the founder, I was able to derive a visual system that spans a variety of mediums. Ensuring that the concepts stayed true to the vision of meaning of true Singaporean Hawking, I designed textures, illustrations, products, and a landing page that expressed both the visual identity and intention of the client.
RESULT
We discussed the various ways to extend the visual system to a number of different mediums, so things were designed with flexibility in mind. A distinct logo mark using Mandarin translations and English remains unaffected by its environs, a stoic symbol of the traditional hawker. The illustrations bring levity and a bit of playfulness, while also informing folks precisely what the brand is about. The texture is an echo of the HBD housing blocks found in Singapore, but also provides a sense of movement. The landing page is fun, informative, and straightforward, including various moments to directly contact the purveyor, as well as learn about Singaporean cuisine and culture.
View the live site here.