Uncle Lim's Real Immigrant Flavor
Singaporean hawking in New England
I was hired to create a full brand identity concept for this client, one rich with references and deep cultural meaning. I aimed to craft something that was durable and unpretentious, yet flexible and modern to cover a variety of needs and scenarios for the business.
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.
BRAND IDENTITY SYSTEM
2024
Let's get cooking
By researching Singaporean culture and history, and from several personal conversations about the chef's childhood, I derived a visual identity system that ranged from business cards to bespoke illustrations. Ensuring that the concepts stayed true to the vision and heart of traditional Singaporean Hawking, I designed textures, illustrations, packaging, and a landing page that expressed both the newly defined visual identity and intentions of the client.
And for dessert...
We discussed the various ways to extend the visual system to a number of different mediums. And 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.
