HolyCrab

A forerunner of Singapore’s much-loved Private Dining Scene, HolyCrab originally offered the unique experience of dining in Chef Elton’s abode more than a decade ago back in 2009. And how better to get guests’ hands off their phones? Keep their hands busy savouring some awesome Crabs! And that was how HolyCrab was borne, a lovechild of Chef Elton’s passion for both eating and cooking!

In 2017, Chef Elton decided to pull out all stops to take on the unchartered waters and challenges of opening a brick-and-mortar shop. HolyCrab was given life and body in the shape of a quaint little 25-seater shophouse at Tan Quee Lan Street. The charming streets of the vicinity are always bustling and vibrant, and the proximity of Liang Seah Street also offers meaning to Chef Elton’s personal heritage.

The playfulness of HolyCrab’s creations has delighted many more guests since its humble beginnings. HolyCrab offers bold, distinct flavours forged by a fiery need for “WokHei” (breath of the wok).

Case/Client

HolyCrab

Year

2017

Industry

F&B

Intervention

Brand Design

Collateral Design

Here’s a visually fun F&B branding that I’ve cooked up with elements of raw textures from the tantalising dishes and their ingredients.

This brief is basically a creative exercise on visual expression—expressing Chef Elton's eccentric personality through visual elements. From the crab-inspired typographic logo and brand marks to the hanging entrance signage and mess-enabling table placemat and napkin design.

Primary Brand Logo

Brand Icon & Decorative Brandmarks

Brand Design Elements: Custom Shapes+Textures Vector Pack

Brand Design Elements: Ready-to-Use Graphics Pack

The rest of the page consists of some brand collateral examples.

The next three items share the same concept. Feasting on crabs (Singaporean-style) can be messy; here's where design can play a part by 'concealing the mess' to allow customers to fully dig in and enjoy their feast.

(1) Paper Placemat — 18.5”x12.5” — 1-sided CMYK print

(2) Paper Napkin — 17”x17” 1/8 fold — 1C print

(3) Disposable Bib 1c print on white recyclable plastic

The disposable bib is A conversation point, especially for kids:
How many baby crabs can you spot hiding in the messy print?