Fresher Than Your Usual Fish

Client

Yu Zhong Bu Tong

MARKET

Singapore

CATEGORY

Branding & Campaign

Spatial Design

SCOPE

Naming, Brand Identity System, Art Direction, Key Visual, Poster Design, Illustration, English and Chinese Copywriting, Collateral Design, Packaging Design, Uniform Design, F&B Design

AWARDS

Gold, Hermes Creative Awards | Silver, Indigo Design Award – Integrated Graphic Design | Silver, Indigo Design Award – Logos | Silver, Indigo Design Award – Restaurants/Cafe | Bronze, Indigo Design Award – Branding

AWARDS

Yu Zhong Bu Tong “鱼众不同” is a clever play and pun on a Chinese idiom which means out of the ordinary.

Yu Zhong Bu Tong is a sustainable and innovative brand that prioritizes sustainability and innovation, using renewable energy, solar farming, and smart agriculture techniques to harvest fresh marine fish from its local coastal farm. As the first food court eatery in Singapore to offer locally-produced live fish, we partnered with them to create a unique brand identity, takeaway packaging, and eatery design. Our playful naming strategy using the Chinese idiom "Yu Zhong Bu Tong" reflects the brand's exceptional offerings and eco-friendly sensibilities. The staff's customized dark blue jumpsuits and the 54-seater space's clean lines, monochromatic palette, and playful lighting create a cohesive and visually striking brand identity. Every touchpoint in the outlet tells a rich and compelling visual story that immerses patrons in a memorable experience, showcasing our creative expertise in branding and spatial design.

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Challenge

To cement the brand's position as a leading sustainable and innovative food brand in Singapore

Solution

Develop a naming strategy and create a cohesive and visually compelling brand identity and immersive dining space

Result

Gain a loyal customer base and further establish Yu Zhong Bu Tong as a game-changer in the market