Potential Client:
Encik Tan
Deliverables:
Visual Identity
Brand Identity
Creative Team:
Chon Hui Chin
Qisthina Quraizha
Sin KaiSiang
Wong Mindy
Encik Tan
Encik Tan, a local F&B brand in Singapore, specialises in Chinese and Malay Fusion cuisine, notably their signature dish, Chicken Curry Cutlet Rice. Positioned as a hawker-in-a-mall concept, they offer affordable local food in a restaurant setting, catering to both tourists and locals. Established by Mr. Tan Kim Siong, Chairman of the Fei Siong Group, the venture into the F&B industry began with the group's inaugural stall offering fishball noodles. This first outlet operated in a hawker center located outside the former National Library at Stamford Road. The term 'Encik' is a Malay title used to address a man, and 'Tan' is derived from the founder's surname. As of now, 20 Encik Tan outlet spread across the heartlands of Singapore. Located in proximity to the escalator and fast-food chains, it is perceived as convenient and budget-friendly, creating a casual dining experience tailored for individual, especially families and senior citizens.
-----------
Services:
Visual Identity, Brand Identity, Illustration
On-Site Research
Encik Tan Rebranding
Despite their accessibility in various malls, Encik Tan faces inconsistency in branding across stalls, with variations in the use of Peranakan-inspired majolica tiles. Although popular among families and senior citizens, they struggle to attract young adults. Moreover, it encounters an issue where it is often seen as a last-minute choice. Being an economical option near other fast-food establishments, people tend to visit when fatigued or when alternative places are crowded. It is not typically the first choice for patrons.
To remedy this, a comprehensive rebranding strategy is proposed. This initiative involves integrating Peranakan elements into packaging, logos, interior design, menus, colour schemes, and social media. The goal is to create a cohesive visual identity that enhances brand appeal and attracts a broader audience, especially young adults and tourists. This strategic overhaul aims to position Encik Tan as a go-to choice, not just in last-minute situations, but as a preferred dining destination for a diverse customer base.
Rebrand Moodboard
Logo Variations
Encik Tan Mockups
The incorporation of majolica tiles extends throughout the entire visual identity, from packaging to interior design, leveraging elements already present in Encik Tan's original brand. Research indicates that the majolica tile visual element aligns with our rebranding initiative due to its association with Malay culture, found in clothing like batik sarong and kebaya encim, as well as in Nyonya food, representing a fusion of Malay and Chinese influences with Indonesian touch. Since Encik Tan offers local Chinese and Malay fusion cuisine, the use of Peranakan tiles complements the brand. We aim to make this element more prominent, ensuring it stands out in the visual identity, even on social media platforms popular among the youth, creating a thoughtful brand image that resonates with them. While maintaining the original color scheme, we introduce louder and bolder hues to attract a younger audience, as the previous lime green and dull orange were perceived as too inexpensive for the brand.
