Re-branding Project: Jurong Fishery Port

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2019

[School Studio Project]

Jurong Fishery Port has a great amount of historical value, but many view it as an ordinary seafood wet market. By branding it in a contemporary way with bright colours and warm tones, it would be able to catch people’s attention. Additionally, the historical significance of the place will still be retained by incorporating illustrations into the designs as a traditional element. I chose yellow, red, and orange as the main colours as each colour has a significant relation to the port. Red as the vibrant, fresh fish, yellow as the fish mongers’ rubber boots, and orange as the overall warm tint the port’s atmosphere has.