Project Title
“Enhancing customer experience in traditional food stall- Brand refresh Ah Wen Mian Shi”
Project background
These days delicious local eateries in Singapore are slowly fading away because they are not keeping up with the digital age. Nowadays, the majority of people use the internet to search but the reluctance of these stalls to embrace a digital presence puts them at a disadvantage. They are increasingly losing customers and retaining them as a result of their not strong brand and internet presence.
How might we statement
How might we support local food stalls to continue to thrive in the changing landscape of consumers' preferences & habits?
Objective
To improve the experiences of customers by enhancing customer loyalty and brand visibility through engaging online and a brand refresh.
Target Audience
Primary: Workers, busy people
Secondary: People on a budget
Client background
My Parents' stall - Ah Wen Mian Shi, is a food stall that sells a variety of traditional Singaporean Chinese food, started their business selling handmade Chinese noodles in 2001 and then further established the business to sell Economy rice, Fish soup, hot & cold drinks as well as juices. Their business is well-loved by many especially nearby workers for its delicious, homely, and affordable food.
Final outcome
Primary logo features highlight an elegant brush script type of the name of the owner “阿文“ with “面食” in brush stroke circles. The English letter is in sans serif font in all caps for a more casual and modern look and yet still matches well with the bold d brush script type. The circle elements depict round bowls and plates.
Design Rationale
With the approach of elevating their brand with a brand refresh that incorporates a blend of traditional aesthetics, authenticity, and homeliness. It features warm and vibrant colors as well as simple aesthetics. Highlighting the variety of food and affordability.
Logo Variations
We have 3 main logos, one is our primary logo, and the second one is our monogram which works best in small sizes when the primary logo is not legible enough. The third one is used for vertical spaces. The primary logo must be used in all possible applications, otherwise, we use the monogram
Logo Colors Variations
Below is how our logo is applied to different colors from the color palette.
Application Mockup
New Merch: Staff apron, logo and illustration stickers
New Takeaway Experience: Takeaway bag, bowl, box, hot drinks cup, cold drinks cup, fork and spoon
Business cards
Storefront
Brand Guideline
