Strategy  Brand, Business

Mama Knows Best

Bringing the award-winning PUTIEN brand into everyday dining across Singapore

PUTIEN needed to translate its much-beloved Fujian heritage restaurant experience into a casual format while preserving the warm authenticity it’s known for. This challenge defined our next steps.

Why did PUTIEN need a new brand? 

To answer this, we examined diners’ needs beyond traditional restaurants. Because not everyone dines in restaurants, but everyone deserves a good, comforting meal. PUTIEN needed a way to show up in food courts and kopitiams, without losing its soul or diluting its award-winning heritage. This set the stage for a fresh brand approach.

So, what was the big idea behind this new concept?

Caring Through Meals. That simple idea anchored everything, from the flavour in each bite to the way staff greet you at the counter. It’s about making people feel nourished, welcomed, and seen, every single day.

To bring this concept to life, what did you call this new brand?

Louken created PUTIEN MAMA, an endorsed sub-brand designed to deliver authentic Fujian favourites with a caring, motherly touch.

We developed a full brand system—from strategic positioning to packaging, identity, and a mascot—all capturing the magic and warmth of a well-made meal.

But how did we bring that warmth to life in the brand experience?

We created a friendly identity system with approachable type, playful layouts, and PUTIEN’s signature cyan as the heritage anchor. Complemented by quirky illustrations and thoughtful messaging, every touchpoint expressed the brand's personality.

So, who's that cheerful lady on the signboard?

Meet “La Ma”—the illustrated soul of the brand and inspired by a real-life team member. More than just a mascot, she represents everything they stand for: the magic and warmth of a well-made meal.

Food courts are crowded and competitive. How did you stand out?

We made it feel different. While most stalls compete on price or speed, PUTIEN MAMA leads with emotion. From handwritten-style stickers to thoughtful packaging and warm greetings in Mandarin, English, and dialect, it all adds up to a richer, more human experience.

Beyond visual identity, what else made the experience special?

It’s the little things, as always. Handwritten care cards while you wait. Warm greetings in several languages. Service that feels personal, even in the busiest lunchtime rush. This isn’t about feeding stomachs—it’s about feeding hearts.

Love that. But did the new brand dilute PUTIEN’s heritage?

Quite the opposite. We leaned into heritage, drawing inspiration from their Fujian recipes, proprietary cooking methods, and coastal flavors, and brought it to everyday diners in a relatable, accessible way.

What’s next for PUTIEN MAMA?

With four food court outlets already thriving and a standalone store launched in Tiong Bahru Plaza, the brand is poised for a national rollout. One comforting bowl at a time, PUTIEN MAMA will be bringing even more people home every day.

If you’re ready to make waves, let’s talk.