What for Dessert
(documentation in progress)

We developed the brand identity for a contemporary local dessert shop that allows customisation of its products. We were involved in the process of market research, naming proposal, brand positioning and followed through to various in-store collaterals and digital applications, including a digital ordering system.

The brand reflects a local (Singaporean) personality through the distinctive Singlish language, defined as a subtle but nuanced approach of a structural inability to form proper sentences —
“Where got time?” instead of “Where do I have the time?”
“What for dessert?” instead of “What’s for dessert?”