George Town, a UNESCO world heritage site, is globally known for its street food. However, traffic is heavy and the city is becoming more gentrified. The solution is YUM CHA; a bike hire scheme that works with local businesses to provide authentic food recommendations to locals and tourists alike, while also preserving the city's unique food heritage.

The brand reflects the vibrant and eclectic nature of the city, drawing inspiration from Peranakan ceramics and tiles, and hand-drawn signs that can be observed on old shops.

Each patterned tile reflects a known dish that can be found in George Town. The ingredients of each dish are arranged to form an infinite web of patterns.

I wanted the copywriting to reflect the playful and bright tone that YUM CHA has. I decided to use puns and words related to food. These posters will be all around the city, directing people and making George Town a bit more colourful.

The bike stands for YUM CHA are modelled after food carts that are dotted around George Town. I wanted all aspects of my bike hire scheme to integrate and merge with the city.

There will be a worker by the bike stand, always ready to answer questions. This is where you are able to rent the bikes as well.

Yum Cha will only work with local business, and when these food spots are recommended, they will be given sticker to be placed on the shop window, or by the stall. This acts as an indicator that the food served at the establishment is exceptional, similar to the concept of Michelin stars.

The tile patterns will also be printed onto wooden blinds.These will be given to restaurants that YUM CHA works with, differentiating them with other restaurants in the vicinity.
This also makes it easy for YUM CHA users to quickly identify the recommended spot.

Alongside paying for the bike rental, new customers will receive a cooler bag, and within it, a set of two containers. As there are a myriad of food to try within George Town, and limited stomach space, YUM CHA is encouraging its users to ‘tapao’, to take away leftover food and reduce food waste.