Penang Street

ASSIGNMENT

Penang Street is a casual dining restaurant franchise serving cuisine from Penang. In anticipation of the opening of its first outlet, Penang Street approached TLBB to create a visual identity for its brand.

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STRATEGY

Before we could cook up the perfect logo, we needed to gather some ingredients in the form of cultural knowledge. What struck us the most about Penang was the beauty of her colonial architecture. Inspired, we used the age-old structural designs as the foundation to create a unique visual identity for Penang Street.

EXECUTION

The final design is one that embraces both the old and the new, the traditional and the modern. The sans serif typeface and minimalist design is a nod to the contemporary while the turquoise colour palette and the outer frame pay homage to Penang’s unique colonial history.

In addition to designing a visual identity, we were also engaged to do some food photography for Penang Street’s menus and marketing collaterals. From lighting to props to camera angles, everything was perfectly calculated to produce mouth-watering, seductive shots of the wide spread that Penang Street has to offer.

RESULTS

The logo served as the basis for the rest of Penang Street’s visual identity, such as the interior design of its restaurants. By blending the old and the new, the Penang Street logo has stood the test of time and remains in style.