Located at Serangoon Garden Market, Garden Street Kway Chap is a food stall that captures the essence of Singapore’s hawker culture. Established in 1950, Garden Street Kway Chap is a veteran in Singapore’s hawker business selling authentic kway chap using their homemade recipe. The dedication to their craft is shown through their insistence of boiling the soup base for at least 2 hours, and using only high quality pork and pig innards. However, the hawker trade is at risk of dying out due to the lost in appeal to the younger generation and the rise of eateries in Singapore. Hence, the brief was to design a brand identity for Garden Street Kway Chap to be relevant but still stay true to its heritage. (*This is a school initiated project completed at Singapore Polytechnic)

The Garden Street Kway Chap brand identity reflects their confidence, enthusiasm and heritage. The logo illustrates a pig, a symbol of the most prominent ingredient in kway chap – the pork and chewy pig innards. The striking red colour used is reminiscent of the traditional chinese signage while the orange communicates the brand’s enthusiasm and sincerity. The logo is in a circular retro badge-style lock up to communicate history and heritage, contrasted with the cleaner and modern pig mark – showing how Garden Street Kway Chap is evolving but without forgetting their roots. With the logo, I aimed to create a flexible and effective visual system for the brand.