Lau Wang Claypot Delights
A modest coffee-shop stall in Singapore began serving bubbling claypot dishes, marking the inception of Lau Wang 老王 Claypot Delights 砂煲 in 2013. Over the years, this humble eatery blossomed into a beloved chain, becoming a culinary staple in neighborhoods like Serangoon and Punggol. The secret to their enduring appeal lay in traditional recipes, each dish freshly prepared and served piping hot, fostering a sense of home-cooked nostalgia that resonated with patrons across generations.
By 2022, as Lau Wang prepared to unveil its fifth outlet in a trendy Singapore locale, the need for a brand evolution became evident. The goal was to captivate a younger demographic while preserving the essence of homeliness and affordability that long-time customers cherished. Collaborating with DivisionHQ, we embarked on a transformative journey to reimagine Lau Wang Claypot Delight's brand identity.
Case/Client
Lau Wang
Claypot Delights
Year
2022
Industry
F&B
Intervention
Brand Identity Design
Collateral Design: Packaging, Website, Social Media templates, Signages, Merchandises
Crafting a Homely & Inviting Brand Personality
Our vision was to modernise the traditional hawker aesthetic, infusing it with an approachable café ambiance. Central to this transformation was the creation of a brand mascot: an amiable, wise grandfather figure. This character embodied the spirit of a community elder passionate about cooking and sharing meals, symbolising warmth and familiarity. His iconic beard, a testament to his culinary adventures, added a touch of endearing charm, reinforcing the brand's commitment to quality and tradition.
Visual and Collateral Design
The rebranding extended beyond the mascot to encompass a cohesive visual language across various touchpoints:
Logo and Brand Visuals: A refreshed logo that seamlessly blended traditional elements with contemporary design, reflecting the fusion of old and new.
Menu Design: An intuitive and aesthetically pleasing menu layout that highlighted signature dishes while enhancing the overall dining experience.
Packaging and Merchandise: Thoughtfully designed packaging and merchandise that echoed the brand's homely ethos, turning every takeaway into a comforting experience.
Website and Social Media Templates: A user-friendly website and engaging social media templates that resonated with digital-savvy customers, ensuring a consistent brand presence online.
