Seng House

Brand Identity

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Seng House is a charming café located along Tanjong Katong Road – The Seng People's latest exciting venture that continues the family’s long-standing legacy of serving up homely dishes infused with familiar local tastes. 

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Named after the founder's father as a way of paying homage to his jolly influence, the café’s vision is to incorporate traditional Hainanese flavours into modern Westernised café fare, crafting a novel and youthful concept with foods that are eclectic, compelling and sumptuous. I was commissioned to design Seng House's brand identity, along with all its associated stationery.

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With family and kinship as central themes in the café's story, the brand logo features the eponymous Seng as a character in his younger days, evoking playful nostalgia. The brand's colour palette includes warm tones of green and orange are also used synergistically throughout Seng House's interior space, creating a classy and chic feel.

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Seng's character is also featured in various fun illustrations that I created for the brand's fixtures––patrons can find them on the menus, cold brew bottle labels, staff T-shirts, coasters and so on––that accentuate the identity's playfulness.