Visual Identity, Packaging Design, Experience Design
Kyuu-kei 休憩 is the Japanese word for 'break’, or ‘rest'. It is also the name of a new Japanese noodle bar located at Marina Bay Link Mall, in the bustling CBD area. Their unique ordering flow allows customers to fully customise their meal, letting them choose their noodles, broth, side dishes and more. The seating plan in the restaurant also caters for lone-dining, allowing busy businessmen a chance to have a quick break over a meal, undisturbed.
We worked closely with the client to develop the logo, brand colours and patterns while also communicating with the interior design team, to ensure overall consistency of the brand. The concept for the brand is Japanese-inspired, paired with a fun modernity. The blue colour scheme adds a touch of tradition, inspired by the common colour used for noren, the traditional fabric dividers hung in the doorways of Japanese shops.
A proprietary one-use tray was also designed for dining in as well as takeaway orders. The tray compartments hold each cup and bowl perfectly, resulting in the neat presentation of a set meal. It is also made of recycled fibre, and flattenable when not in use, freeing up valuable storage space in the kitchen.
Agency: Geometria
Creative Director: Ng Pei Kang
Designer: Marie Chong
Year: 2016