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.