Joo

Singapore's first Makgeolli bar and restaurant—Joo, is a modern Korean Makgeolli bar with great vibes and a friendly crew that makes you feel like family. A sleek, casual and inviting venue within a three-storey heritage shophouse along the charming streets of Tan Quee Lan in Bugis.

Ingeniously created by Singaporean aficionados of Korean culture and food, Jamie & Kristin Lim, Joo was born from a desire to offer top-notch modern Korean bites and creative drinks in a space that exudes a laid-back vibe with a tasteful dose of edginess. Their menu promises unique options, presentation styles, and suggested alcohol pairings, emphasising on homemade ingredients, and customers can be assured of authentic flavours.

Case/Client #001

Joo

Year

2013

Industry

F&B

Intervention

Brand Identity Design
Interior Design

Collateral Design

After graduating from Central Saint Martins, my first freelance project was to turn a run-down, three-level heritage shophouse into a sophisticated, understated urban space providing a holistic branded experience.

The most exciting part of this branding project was working closely with an old client to conceptualise and execute every little element.

The set of hive-like patterns (branding element) represents the dynamic modern concept of Korean pop culture and its contemporary essence nestled in a cosmopolitan urban enclave. The space is envisioned as a black-and-white canvas/backdrop for customers to create new memories and for the colourful and tantalising dishes to stand out.

The crew who runs Joo throw crazy parties, and till today it's still one of my favourite hangout spots whenever I pop by Singapore. Joo is family <3

This project exposed me to a wide range of designable items that was really fun to make:

Print Design