Brand Identity | VC III


Predicated upon the intensive research and concept development from the first half of the semester, my pseudo brand ‘奇怪’ or ‘DARK’ was born.

DARK is a coffeehouse that sells and serves traditional coffee. Our brand is inspired by the Chinese heritage of filial piety, reunion and kinship. We understand that traditions have their merits, and it is this spirit of “honouring our heritage”, that motivates us to uncover the hidden customs and best practices of traditional coffee. We hope to serve you & your loved ones the most authentic cup of coffee to reunite and connect over.



Chinese Heritage     +     Modern Expressions     =     Relevant Traditions



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Coming Full Circle
The circle is being used in the logo as it represents brand concepts of filial piety, reunion and kinship.

Secret in Fading
Playing with opacity to suggest ‘revealing something’ either by fading in or gradually materialising. This method will be used in place of colours.


(Click on thumbnail image to maximise)


(Click on thumbnail image to maximise)



Typographic Poster Design; Keong Saik Festival | Type 1

Task II  |  Typography I

For this assignment, we had to envision a mock festival/event that was going to take place within the space of research we did in task 1; for me, Keong Saik Street. We had to create a series of poster designs that would serve as publicity for out imaginary event. There were four guiding principles we were to adhere to:

1) 6 content element:
– Title
– Sub-text
– Address/Location
– Date of event
– Website
– Body-text/Information

2) Use of only 1 Typeface:
– Serif or
– Sans-serif

3) Purely typographic base posters:
–  No images
– Visual patterns had to be derived strictly from typographic forms only

4) Progressively coloured:
– 1st Poster (B&W)
– 2nd Poster (2 Colours)
– 3rd Poster (3 Colours)

Process Journal

Attachment to high resolution pdf:
Click here to download Process Journal pdf

Final Posters

Attachment to high resolution pdf:
Click here to download Final Poster pdf

Brand Imaging; Keong Saik Festival | Type 1

Task III  |  Typography I

For our last brief, we would have to create a set of A5 cards situated in the context of an event give-away package. The cards would either be based on the neighbourhood or on the pseudo event itself.

The aesthetic of the cards would have to follow the overall ‘look & feel’ of one chosen poster design from task 2; this included both typography and colours used. The idea was to practice information continuity and in the process of it, aiding the development of a critical mind for information management that relates back to typography.

Lastly, we were also to create one set of collateral/merchandise in-line with the theme and aesthetic of the event. The collateral, same as the A5 cards, would be part of the “event give-away” package.


1x A2 Print of chosen poster design
10x A5 Event cards (all different designs)
1x Set of event collateral/merchandise

Chosen Poster Design

Attachment to high resolution pdf:
Click here to download A2 Poster pdf

A5 card DesigN

Attachment to high resolution pdf:
Click here to download A5 Cards pdf

Collateral Design | Professional Photos