Few customers call or even know White Restaurant’s official brand name, as its ‘location and food descriptor-based identity is often confused with its signature dish, commonly known as ‘Sembawang White Beehoon’. Worse, there were other restaurants offering similar dishes.
The restaurant also needed to move beyond the association with only Sembawang, as the company had plans to expand to other parts of Singapore.
For consumers to identify White Restaurant’s brand better, an identity system comprising of brandmark, colours and graphics were developed to elevate the brand to one that is distinctively White Restaurant. We deepened the brand idea “The Original Dining Experience” by creating a nostalgia-redefined thematic dining experience that was complemented authentic recipes that have been unchanged for decades.
The menu took inspiration from a favourite childhood game of Snakes and Ladders for a fun and creative twist to the food ordering experience.
Paying homage to the heritage of the Original White Beehoon, a song was written to describe the emotions of one growing up with the dish’s familiar taste and texture. And in true Singapore spirit, the music was composed using the local “新瑶” style.
The rebranding exercise has created a well-branded and differentiated brand identity and restaurant space communicating originality and authenticity draws hordes of existing and new, young and old patrons alike. The White Restaurant chain in Singapore grew quickly and now serves many areas in Singapore. The company was also awarded the prestigious Entrepreneur of the Year Award in 2018.