Orchard Road, Fine Road

This is a fictional project on creating a new brand experience at Orchard Road.

Project Brief

Introduce a new experience at Orchard Road called FINE ROAD. Learn about Singapore culture like Singlish and our laws through interactive art diaplays along Orchard Road. Feeling adventurous? Follow this map to explore FINE ROAD in a quirky and unique way! FINE ROAD is targeted to tourists and locals as well as all the shopoholics out there!Introducing a new experience at Orchard Road called FINE ROAD. Learn about Singapore culture like Singlish and our laws through interactive art diaplays along Orchard Road. Feeling adventurous? Follow this map to explore FINE ROAD in a quirky and unique way! FINE ROAD is targeted to tourists and locals as well as all the shopaholics out there!

Fine Road Logo Concept

The logo consists of the combination of the letters ‘F’ and ‘R’ which are the acronym of FINE ROAD forming a monogram. The use of the circle is to represent Singapore‘s law singages of dos & don’ts. Hence then forming the logo.

Brand Mission

1. Create a memorable and experience for visitors at Orchard Road

2. Bring people back to Orchard Road

3. Allow visitors to have a impression on Orchard Road that it is uniquely Singapore!

Brand Vision
We want to bring you an element of surprise to Orchard Road when you visit! Through the road, we hope you will be able to capture lovely photos and make new memories to keep!

Brand Personality

Funky, Creative, Cheerful, Humorous

Brand Positioning

To have fun and express your creativity through interactive art as well as shop to redeem locally inspired goodies at the FINEST store as a souvenier.

Brand Drivers

1. To encourage people to come down to Orchard Road to have a incredible time

2. A place to create good memories and stories to tell others who have not been to Orchard Road!

3. Encourage people to spend time with each other at Orchard Road.Promise:A memorable experience at Orchard Road!

Tone of voice

Witty, Fun, Quirky

Fine Road Animated Logo

Fine Road Showreel

Fine Road Poster

This poster is trying to portray how Singaporeans are always very 'KPO' 'kay-poh' (nosy/ curious people) and whenever there is a crowd, more people will gather to see what it is about. Singaporeans will squeeze through or use the term 'SIAM' meaning to move away or get out of my way.

The term 'O$P$' means owe money pay money, it is an expression used by loan sharks. The store items are only redeemable if you make a purchase of $88 and above *terms and conditions apply*. So if visitors spend that amount they are given an opportunity to redeem but in a situation where they forget or chose not to redeem, the FINEST store will be owing the person unknowingly who paid for items to get the chance to redeem, hence the use of 'O$P$'.

Why Pigeons? You may wonder. It is simply because pigeons are easily spotted all around Singapore and its iconic!

Fine Road Posters

This poster is showing how the Seagulls, who are used to represent tourists who are coming into Singapore, and the use of pigeons to represent Singaporeans. The seagulls (tourists) are trying to cross over to the pigeons (Singaporeans) side but is confused as to what the pigeons (Singaporeans) are saying as they do not understand Singlish. Hence, please speak english so the tourists can understanmd.

Why Pigeons? You may wonder. It is simply because pigeons are easily spotted all around Singapore and its iconi!. The "OI!" term is used to call out someone in a casual way in Singapore.