151 Hugh Low Kopitiam
This brand has undergone 3 iterations. Starting from a roadside stall in Ipoh in the 1960s, it later moved to 151 Hugh Low Street, a corner shop. Disaster struck in 2000 when a fire completely gutted the shop. The second iteration came about when second generation restaurateur Andy Tan brought the brand to Kuala Lumpur with a humble stall in the food court of Midvalley Shopping Mall. However, there were many restrictions in the food court and the brand also lacked visibility there, prompting Andy to venture forth to open his own restaurant at NU Sentral Shopping Centre. This is the third iteration.
The biggest challenge for 151 Hugh Low, a pork-free restaurant, is the Chinese name which most people would associate with non-halal food. As the name could not be changed, Be Good Creative counselled for the brand to be brought in line with its market positioning with a minor tweak to the original logo to incorporate design elements of Jawi or traditional Malay script. This tweak, together with the predominant use of green and key elements in the restaurant like vintage ceramic ventilation blocks, window grilles and partitions, set the brand apart with a nostalgic, affordable and down-to-earth feel to appeal to Malaysians of all races. The design was also optimised to be easily replicated for new outlets.
The kopitiam was born in the 19th century with the influx of Chinese immigrants to Malaya. It became the place for the local community of all races and the British to hang out, partaking food and drink while reading the newspapers, playing chess or just chatting.
With more than 120 menu items offered at 151 Hugh Low, the selection is quite wide. From signature local delights like Nasi Lemak and Ipoh’s iconic Salt-Baked Chicken to casual western food like Spaghetti Bolognese, the menu is designed to be familiar to Malaysians so they can patronise the restaurant for every meal. The menu is affordably priced, offering a comfortable space and warm food for the nation.