Singapore Food and Beverage Sustainability Council
Scope of work:
- Developed 3 unique brand concepts to showcase the Council’s sustainability narrative and core messaging.
- Designed a cohesive brand identity, including a primary logo, lockups, and a versatile visual system for marketing assets.
- Delivered a full branding package—strategy to execution—within a one-week turnaround.
Serving Sustainability
Singapore’s top F&B leaders united to form the Singapore Food & Beverage Sustainability Council , with a vision to drive sustainability through greener solutions from farm to table and provide a platform for industry-wide dialogue.
To position them as a leading authority, I developed a strategic visual identity—including a logo and design system—for the Council’s launch.
The goal was a cohesive visual identity that reinforces credibility, aligning with key F&B governing bodies like the Singapore Food Agency and Ministry of Sustainability and the Environment. In the words of the Council, “our logo shouldn’t look odd when placed side-by-side with other F&B and government logos”.
The Vibe & The Audience
My team and the client identified our target audience as experience-driven millennials and young Gen Xers who prioritize authenticity and brand values. They are health- and eco-conscious, often entrepreneurs themselves, passionate about sustainability and supporting emerging businesses. Well-read and socially aware, they champion small brands—and if it’s artisanal, they’re all in.
We agreed that this moodboard captures the vibe that the Council’s target audience will resonate with.
Logo Design Exploration
During the logo design exploration stage, I focused on capturing a clean-rustic aesthetic that reflects the farm-to-table ethos of SME restaurants. The design needed to feel communal and welcoming—evoking the warmth of hearty comfort food, like a slow-cooked beef stew in a Dutch oven. These elements guided my thought process before I landed on the final logo formula, as shown on the right below:
Final Logo
My logo design formula combined key visual elements to express what the Council wants to achieve: a fork to represent Western cuisine, a soup spoon to represent Asian cuisine, and sprouts to symbolize sustainability and a connection to nature. Simple as they may be, these elements came together to form an effective logomark.
Another consideration was to design a logo that could work as an approval seal or check mark that could stand on its own when placed next to the TripAdvisor or Michelin Guide marks. I believe this logomark fits the bill.
My responsibilities
- Creative and Art Direction
- Graphic design
