Lau Wang Claypot Delights
Lau Wang 老王 Claypot Delights 砂煲 served its first customer from a small coffee-shop stall in Yishun. That humble beginning grew into a chain of restaurants, and it has become a prominent food choice for the residents of Serangoon and Punggol for the past couple of years.
Every dish served is derived from a traditional recipe and method of preparation. Each dish is freshly cooked and served bubbling hot in its claypot to each customer. The food would also stay warm in the claypot till the end of the meal.
This homegrown brand continues to provide nostalgic home-cooked meals at affordable prices, nurturing family bonding whenever customers return for another wholesome meal experience with their family and friends. Some of these regulars have built an affinity with the dishes from eating them since childhood—a sense of familiarity built upon Lau Wang's emphasis on the consistency of taste in every platter.
Customer satisfaction has been a constant through the decades. Besides the savoury food, customer service is also a significant driving force in propagating an approachable, sincere, and friendly atmosphere in the casual dining setting.
Case/Client
Lau Wang
Claypot Delights
Year
2022
Industry
F&B
Intervention
Brand Identity Design
Collateral Design: Packaging, Website, Social Media templates, Signages, Merchandises
This project is a collaboration with my dear friend Adam from DivisionHQ. (Spot him posing in front of the signage we made!)
Lau Wang launched their fifth outlet in a trendy location in Singapore in 2022. A timely (and evolutionary) rebrand to appeal to the next generation with a youthful, contemporary vibe while retaining its authentic values of homeliness, inviting customers to create fond memories with their regular dosage of claypot goodness. Their signature taste triggers fond memories for his regulars, some of whom grew up with it and began bringing their children to pass on this affinity.
We crafted the brand personality to be 'Homely & Inviting' to bring a sense of 'familiarity+warmth', modernising the traditional hawker look with an approachable cafe/fast food feel.
Now that's talk about the brand mascot’s personality and narrative—envisioned to be the warm and wise grandpa everyone wants to visit to be fed:
"Everyone knows the famous old man in the neighbourhood because he is so friendly and makes everyone's day. His number one love is undoubtedly his passion for cooking and feeding his neighbours and family. Committed to quality, Law Wang has a strong sense of pride in his work.
His iconic beard had encountered dangerous situations in the kitchen, but he is adamant about keeping this fire hazard. Not one who desires to retire, Lau Wang wants to continue to provide his community with affordable, home-cooked food and familiarity. Besides the savoury food, customer service is also a significant driving force in propagating an approachable, sincere, and friendly atmosphere in the casual dining setting."
