Class in cuisine. Song Fa, with a 47-year heritage as provider of Singapore’s most loved cuisine, attended Louken Group Brand course in 2011 with a vision to expand their business.
In a highly undifferentiated industry with relative tastes, we sought to create a memorable brand without resulting in dissonance amongst existing customers.
The brand’s idea was distilled down to as “Reliving the heritage of BKT”, bringing to life the original Song Fa pushcart across the brand’s touchpoints to create a mental hook that customers can easily associate with.
With the brand’s target to outreach youths in mind, a thematic heritage atmosphere was conceptualised without coming across as dated. New colours were introduced to increasing relevancy and vibrancy to differentiate the brand from competitors
The branding process developed a strong platform for Song Fa’s internationalisation plans to bring the legacy of BKT across Asia and the globe.