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Bēhance

The Orange Thimble

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  • Honest Neighbourhood Living

    The trend for boutique cafes in Singapore is flourishing and gaining momentum with both local and expatriate consumers who increasingly opt for brands that deliver an authentic and differentiated experience.

    The Brand Union Singapore was approached to develop the name, positioning, brand identity, environmental graphics and signage for the, a cafe on the corner of 56 Eng Hoon Street, located in the increasingly hip conservation neighborhood of Tiong Bahru.

    We chose to design the space in a manner that celebrated and complemented the history and heritage of the neighbourhood.


  • Where Art Meets Cafe

    Careful of not being too chic, too offbeat or trendy – we developed everything around the key insight of Honesty.

    We came up with the name ‘The Orange Thimble’ to pay homage to the original colours of the building in the Tiong Bahru District and as a reminder of the little locally owned sewing supply store that used to occupy the spot in which the cafe now resides in.

    We wanted to create “a space between walls” where Art coexisted with a simple menu of honest coffee and well made food, managed by the same lads who grew up running and ducking through the streets and alleyways of Tiong Bahru. Providing warmth and honesty within a thoughtfully designed environment for the neighbourhood and the Art community alike to come and connect with
    one another.

  • A Social Spot

    Through our work, we were able to create a unique brand experience in the boutique cafe category.

    Seamless visual and environmental design have created opportunities for customers to share status snippets and snapshots of the cafe from their smart phones directly onto their social networks.

    Positive reviews on Blogs, mentions on Twitter, Check-ins on Foursquare, and snapshots on Instagram have all worked in The Orange Thimble’s favour to fuel the spread and increase of brand presence and awareness without advertising. – allowing us to harness the two things which are paramount in generating sustained traffic and repeated footfall in consumer oriented businesses today.