01 - Overview
The Manor
An identity for nourishment and wellbeing
The Manor was a lifestyle store concept planned for Fort Canning Park in Singapore, bringing dining, responsible provisions and events together. I developed its visual identity around a simple idea: appreciating where products come from and the people, skills and resources behind them.
Branding · Visual identity proposal · 2019 · Not launched
02 - Direction
Expressing quality with honesty
The Manor paired fair and ethical consumption with premium dining and carefully selected products. Its identity needed to communicate that quality while staying warm, honest and straightforward.
The setting and intended audience were important starting points for the brand’s positioning. The design direction brought those ambitions into a coherent visual language, with a sincere voice and an emphasis on the people behind the products.
The identity also needed to connect three experiences: The Tea Room for tea appreciation and vegan dining, The Sundry Lounge for groceries and crafts, and The Attic for events.
03 - Identity
One family, three experiences
The parent brand and its three sub-brands share a typographic structure. A handwritten “the” sits above the wordmarks, while descriptive taglines explain each offer.
Flexible wordmarks
Versions without taglines accommodate smaller applications and printing methods where fine text would be difficult to reproduce. The proposal also defines clearspace, minimum sizes and approved logo use.
A warm, grounded palette
Lush Green and Warm Tan form the primary palette. Their lighter tints create room for quieter applications, while navy, burgundy, berry red and brass distinguish product collections.
Colour with a practical role
The secondary colours extend the identity across collateral and provide a way to distinguish products within The Sundry Lounge.
04 - Applications
From identity to everyday objects
Menus and packaging put the brand’s values into practice visually. Producer stories sit alongside product information, giving the people behind the goods a place in the experience. Minerva Modern and Benton Sans create a shared typographic language, with condensed styles giving product names their own presence.
05 - Takeaways
A shared identity across different experiences
A brand identity tells a story.
Every visual choice helps communicate what a brand stands for and how it wants people to feel.
Understanding comes before designing.
Exploring a brand’s values, mission and ambitions gives the visual identity a clear purpose.
The story needs to hold together.
From the wordmark to the packaging, each application should feel like part of the same brand.
