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Singaporean restaurant based in Hong Kong

Concept: To brand A.T.A.S with an authentically Singaporean look. Using references of the restaurant's signature noodle dishes and iconic local imagery, the identity must look timeless and inviting toward international patrons, while always giving a nostalgic and familiar feeling to Singaporeans in Hong Kong.


Solution: To create a brand identity and online presence for A.T.A.S. This includes Copywriting, Logo, Brand Guidelines, Illustrations and Digital Patterns, Business Cards, Cover Letter, Placemat and Coaster, Menus and Posters and Social Media Content.

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Original Brand Statement
A.T.A.S. brings the warm, comforting tastes of singapore to hong kong, elevating the familiar yet making you feel right at home.

Original Brand Story
A.T.A.S. seeks to bring out the simple, delicious goodness that is home cooking-styled Singaporean food. We want to share the taste and variety of singaporean food culture in hong kong, and to provide a comforting familiarity to the Singaporeans who have made Hong Kong their home. With a homemade touch of hand-ripped noodles and locally-sourced ingredients, A.T.A.S. is an experience for all of what a true local would have on the regular back at home.

Corporate Stationery

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Customised A3 posters

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Brand Guidelines

Illustrations commissioned by A.T.A.S


Social content creation / curation

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