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.


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The Care Project; Pseudo Website; Deliverable 1b) | VC II

Attachment to high resolution pdf:
The Care Project (Landing Platform)

Individual Slides

Attachment to high resolution pdf:
The Care Project (Individual Slides)

I strongly recommend viewers to download the high resolution pdf for better viewing purposes. With that being said, the above few images are a mock up of my pseudo website for ‘The Care Project’. It features various functions and acts as a landing site when users scan the QR Code from my preceding poster.

Following which, users can peruse the website and find out what exactly is it that we do. Also a good opportunity to expose the brand and generate awareness to both our online presence and cause.


LINKING PAGE to deliverable 2

I would of course like to draw our attention to our upcoming events. For now, the website names a few examples and I foresee this to be scalable even in the future; holding talks or workshops and even raising awareness to children in schools, these are all future possibilities.

So what happens when users click on ‘READ MORE’?

Users will then be taken to an alternative web page that would focus and provide more information about that particular event. This is also an example of how the website can alter its layout to fit a function or purpose.

Example below:

Attachment to high resolution pdf:
‘More than just a Fold’ Subpage

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

The Journey | Experimental Interaction

25 August 1982

“Take a deep breath, calm down and tell me when you’re ready dear…” Detective Rowry said as his hands instinctively reached out to comfort Melissa. “Who are you, where are you from and why did you want to speak with me?”


“I-I’m Melissa Portwood, I’m 12 years old, I live in the private sector of the orphanage, and I… I think I witnessed the murder of Frankie Pilton.”


“Can someone get me this young girl’s records?” Detective Rowry signalled to his subordinates. “Okay, I’m all ears, what happened?”


“It started with a d-dream…”



24 August 1982

Melissa woke up frustrated as she fumbled around for a glass of water. “Not again, that damn door, why won’t it ever barge?”


Her steely eyes from her chubby reflection in the mirror was all it took to convince her that she needed to get to the bottom of this mystery. She knew better than to suppress the inner Sherlock within herself. It had been two weeks since the dreams started and the scenes within them felt all too familiar.


Melissa tiptoed out of her room, which proved to be difficult with her large flat feet, but determined, she very quietly made her way down the hallway in case not to wake anyone else up. “So the dream starts here,” she muttered under her panted breath. “at the front door of the orphanage. It passes the office, then the interview room and up the carpeted stairs that lead to my favourite place of all, the DINING ROOM!” Melissa leant back smiling with contentment at the thought of breakfast. “FOCUS MEL, FOCUS, now is not the time to think of food. I have to solve this mystery before the other orphans get in my way!”


Melissa retraced the steps from her dream and as she turned the final corner, strangely enough, came face to face with the door that precluded the end of her dreams. She was fully expecting her dream to stay a dream, but, it was real, and it stood right there. Finally, after a moment of silence to accept the eerie coincidence, she proceeded to inspect the door.

“Hmph, locked, just as expected.” As she nudged the door in an attempt to open it. Then something caught her eye, a metallic silver shine that glistened slightly in the rising sun. “THE KEY! Hanging right here? That’s odd, wonder why I never noticed before? But, I guess that’s why they call me Melissa Holmes, I’m just that good.”


She inserted the key jittering with excitement, she gave it a twist, “ker-lunk” went the door bolt. This was it. What secrets laid beyond?