After talking to my friends, Hazmi, Ruzana, and Mai earlier today, I started to think of how to make my brand audit of cafes & restaurants in Singapore be more interesting and unique..
In my earlier dictionary list of words, I have the word EDUCATE. I want to educate non-designer people so that they also can have keener eyes on design. As for designers, they can also benefit from the exercise. The reviews gathered online/offline could be used as a reflection and learning opportunity for everyone,
For this Dictionary project, perhaps, it would be good also if I printed some flash cards with questions for someone to be able to pay more attention to the cafe/restaurant’s branding? Possible questions are:
How does the service make you feel?
What’s the dominant color of this cafe/restaurant?
Where can you find the smallest logo applied at?
… (and 47 more questions variation)
For my FYP, it is a high possibility that I must make an app where people can review the design of a cafe/restaurant brand. At the same time, I will also publish a book containing my interview with cafe/restaurant owners/managers, speaking about their brands..
Resources to help my fyp:
Brand New is a division of UnderConsideration. Its sole purpose is to chronicle and provide opinions on corporate and brand identity work. We cover redesigns and new designs of well-known products, companies, and organizations. Brand New is edited and 99% written by Armin Vit.
Brand Guide: Singapore Edition is the first edition of the Brand Guide Series by Foreign Policy Design Group.
A documentation of the most progressive local brands & a celebration of the visionaries & designers behind them – it is filled with takeaways and anecdotes capturing the vision to fruition of each brand owner.
On 22 March 2016, I interviewed Phyo Wai Linn, assistant manager of Dancing Crab. Dancing Crab is a Louisiana Seafood restaurant. The one that I went to is at Orchard Central.
Some keywords that I gathered from interview and observation
Concept (as taken from the website):”Welcome to Dancing Crab, serving a mix of robust, country-style Cajun seafood and the distinctive richness of Creole cuisine. Dancing Crab is a refreshing, American counterpart to Singapore’s equally famed preferences for seafood, shellfish and rich flavors. Backed by one of Singapore’s oldest seafood restaurant leaders, TungLok Group, Dancing Crab sources their shellfish from the same vendors used at the group’s best seafood restaurants, offering a range from Boston lobster to Dungeness crab.New Orleans, Louisiana is known for its happy atmosphere, lively music, and high spirits. Dancing Crab brims with life, bringing the same emphasis to its colorful location at The Grandstand, welcoming its guests to eat, drink, and be merry.”
Food: wet and gravy seafood for Singapore’s taste
Primary color: black (classic)
Secondary colors: white and red (to attract customers)
Logo: red crab with ‘Dancing Crab’ in bold sans serif
Visual language: vectorized seafood illustration with bold text
Props: flags, beach-inspired props like crab, nets, anchor, lighthouse, etc.
Music: hip-hop with high upbeat that some of the customers will also shake their legs according to the beat.
Working culture: no old-school (no strict rule). However, if possible, the staffs should not put their back towards their customers to be aware of the customers’ needs.
Customer feeling: happy about the food and place. The staffs will clap and dance for customers who are having birthday as a surprise.
Firstly, I was surprised that I did not feel that shy in approaching peopleeeeeeee!!! YAAASSSSS.
Anyway, I think that I am in the right direction for my FYP since I could learn more about branding in the direct field, and I could talk to a lot of people. One homework for me is to make my own name card to be exchanged with the people I will be in contact with.
Next, I was thinking of promoting the restaurants I went to on an Instagram account solely devoted to talk about the visual side of interesting cafes/restaurants/hawkers.
After reading it, I realized that for every development, like the building of HDBs, MRT stations, etc., there must be some places to be sacrificed. One of those places is the thieve’s market in Sungei Road. My project about gathering bits of pieces of the thieve’s market can be found here.
I have gone to Sungei Road Thieves’ Market, and gathered some materials for my final submission:
PhotosThese photos can be put inside my cassette’s small publication.. Or else, they can be printed as loose cards..
Perhaps I could play this video, and project it on the screen.. At the same time, the audience could interact with my other materials..
Ambience sound recorded inside a cassette
My publication can be in the form of small brochure inside the cassette transparent container.. The publication could contain my interview script and general information about Sungei Besar thieve’s market.
Interview with one of the seller
My friend, Hazmi suggested that I might want to write my interview script on the cassette tape, and people can read it by turning the cassette wheel.The following pictures capture my effort to try out his idea. I am planning to print the script on thin paper and roll it inside my cassette.
Free box from one kind uncle from the thieve’s market!
I can use this to put my collaterals inside.
I have a lot of goods to be put inside. The question is, should I put everything inside, or should I just put one or two that are the most essential?
1 a thing constituting a piece of evidence about the past, especially an account kept in writing or some other permanent form: identification was made through dental records | a record of meter readings.Continue reading
To make a time-keeping device, we had an idea to make a water wheel. What we had in mind is to measure time with water wheel rotation. This is the visual that we found on the internet that might be the starting point of how we would want ours to be.Continue reading