Seng Huat Coffee Shop aims to bring the authentic taste of Singaporean coffee to the heart of the Philippines through traditional brewing methods, reflected in both the experience and the brand’s visual identity. The logo embodies this mission, featuring a clean, minimal design with a coffee pot and beans as central elements, symbolising the craftsmanship and quality of their coffee. The warm brown tones evoke a sense of comfort and heritage, while the “ESTD 2024” mark reinforces the brand’s dedication to creating a lasting impression. By blending these visual elements, the brand communicates its commitment to preserving tradition while fostering a unique cultural connection, offering a genuine taste of Singapore with every cup.
The Challenge :
Seng Huat Coffee Shop, a new coffee shop in the Philippines, seeks to introduce and popularize Singaporean coffee through a unique blend of tradition and culture. The challenge is to create a cohesive brand identity that reflects the rich heritage of Singaporean coffee while appealing to the local market. They aim to balance the traditional brewing methods with a modern and inviting visual identity. This includes developing a strong logo, print materials, and social media content that not only highlights the authenticity of their coffee but also connects with diverse customers, making Singaporean coffee an everyday experience for Filipinos.
The Solution :
When creating Seng Huat Coffee Shop’s brand identity, I focused the design around its mission to bridge Singaporean and Filipino coffee cultures. The name “Seng Huat” carries a sense of prosperity and tradition, which became the foundation for every creative element. The shop represents a fusion of cultural richness and traditional coffee-making methods, all while offering a modern and inviting atmosphere.
In the logo, I utilised clean, structured lines and warm tones to reflect the brand’s heritage and authenticity. The coffee pot and beans in the design represent the traditional brewing techniques Seng Huat is proud to preserve. The warm brown hues were carefully selected to evoke a sense of comfort and familiarity, encouraging customers to experience the welcoming nature of Singaporean coffee culture.
For the print and digital materials, I used minimalist layouts that convey simplicity and sophistication, mirroring the no-fuss, traditional coffee-making approach. The chosen typography, featuring strong, clear lines, reinforces the brand’s focus on precision and quality. Additionally, the visual elements were designed to highlight the blend of tradition and modernity, with a seamless integration of both cultures, ensuring that every aspect of the brand reflects the experience customers will have at the shop.
Client: @senghuatcoffeeshop
Service: Brand Strategy, Brand Identity, Art Direction
Disclaimer: All photos and videos used for this presentation are actual materials provided by Seng Huat Coffee Shop’s owner.