The Guild

A celebration of two pivotal trading ports with a rich history spanning centuries.

Visual Identity

Challenge

Young Master wanted to increase their recognition in Asia and reach beyond local craft beer enthusiasts in Hong Kong. Our mission was to guide Young Master on their first venture abroad: A restaurant and bar focused on handcrafted & locally sourced offerings in Singapore.

Solution

We designed a visual identity that links to its merchant roots, and the origins of HK and SG as ports capturing the sense of community that The Guild values and fosters. Our responsibility was to find the balance between a taproom and restaurant, where the focus is placed on the kitchen as much as on the taps.

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Impact

The Guild is now an award-winning bar in the heart of Singapore’s ever-popular Keong Saik Road. Championing locally sourced ingredients, The Guild continues to receive strong, positive reviews.

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Location

Singapore

Sector

Hospitality

Release Year

2018

Credits

Officina Hong Kong

Services

Visual Identity

Brand Guidelines

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Full Case Study

Young Master wanted to expand their services overseas by opening a new restaurant and bar, The Guild, in Singapore. Despite The Guild being a new addition to the food and drink scene, Young Master wanted to ensure they included local references and elements in their branding and identity.

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Process

We worked with Young Master through a series of brand strategy workshops. Together, we looked into historical merchant marks which were born out of necessity to identify authentic goods and served a seal of quality. A prolific symbol of merchant marks at the time was the “sign of four” - a popular display on maritime signal flags to ward off evil spirits. From this, we created a modern and polished interpretation of the mark, combined with a base to create a ship symbol. The result is a discreet homage to the early days of trading.

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Design

The second half of our mission was to find the balance between a taproom and restaurant, where the focus is placed on the kitchen as much as on the taps. It’s more than just food and drinks at The Guild. This space is a romantic ode to the dedicated artisanal craftsmen who congregated and honoured each other for their passion and hard work.

The idea of “artisanal” is realised here through a carefully curated menu of locally sourced homemade comfort food and independent craft beer, cocktails and wine. Everyone is welcome here, as long as you have an appetite and appreciation for local crafts. We then translate the visual language to a series of collaterals that welcomes all types of customer to a world of craftsmanship.

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Impact

The Guild has managed to blend in seamlessly into the local food and drink scene. It continues to receive strong, positive customer reviews for both their unique offering of craft beers and overall ambience.

Location

Singapore

Sector

Hospitality

Release

2018

Credits

Officina Hong Kong

Services

Visual Identity

Brand Guidelines

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The Guild

The Guild

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