Koh Brother Pig's Organ Soup
Brand Identity, 2019
Rebranding of a young hawkerpreneurs in the age range of their 20s to the early 30s. I chose to rebrand for Koh Brother Pig's Organ Soup, located in Tiong Bahru Market, Seng Poh Rd for this project.
What is Koh Brother Pig’s Organ Soup
Koh Brother's Pig Organ soup is a rather well-known place at Tiong Bahru Food Centre, commonly known as that "famous Zhu Za Tang". Even before lunch hour, the queues are already snaking all the way to the other end. Before we even spot the signboard, the massive line signals us in the right direction. Come rain or shine, their famous intestine glutinous rice and offal soup recipe which was passed down for generation is one to crave for.
Thomas Koh is the 3rd generation hawker of Koh Brother Pig’s Organ Soup, he took it upon himself to continue his grandfather’s remarkable legacy. He was professionally trained in visual design but took a great leap forward five years ago to take over the family’s hawker business of over 6 decades. Thomas decided to take over this family business because he felt that it would be a pity to see his grandfather’s decades of hard work and sweat go down the drain.
Brand Attributes
Specialise
We specialise in authentic Chinese cuisine. Aside from our
signature Pig’s Organ Soup, we sell glutinous rice wrapped
intestine, which requires extremely tedious effort and now
we are the only ones left selling.
Passionate
We memorized our recipe by heart. And we want to provide our
customers nothing more comforting than a warm bowl of soup
and glutinous traditional rice to fill their stomach.
Established
As we have been around for 75 years now, Therefore we are
recognized and accepted by customers. As a result, the crowd’s
profession is moving faster than in the past.
Tone of Voice
Sincere
To provide our customers with a satisfying experience.
It is about being honest and genuine with the employee
so that we remain motivated to work hard providing
something that can not be purchased or weighed with
cash and that is honesty and sincerity in customer service.
Assuring
Our workers are very friendly and welcoming to the customers
and when they dine in at his restaurant, we hope to provide our
customers the warm and comfortable. Our voice is therefore
soothing as it makes you feel confident and relaxed while eating
Humor
We believe that generating a laugh is an excellent way to break
the ice with our customers. We want customers to feel comfortable
when upon ordering. And it helps to build a good relationship with
our customers.
Rational
Koh Brother Pig's Organ soup is no longer just a brand that is located in hawker. The brand has successfully expanded its business to restaurants that are run by the Koh family. Their goal is to provide excellent customer service, to become a familiar place to many of its customers and still keep the traditional taste. Their passion and love for connecting and sharing their cultural flavor with their customers. The goal of this logo is to tell people what they are specialised in. which also to removes the stigma of the intestine. The font used is "Avenir" sans serif demonstrate a much more straight-forward, simple and serious attitude.
