ORANGE THIMBLE CAFE by Brand Union for Orange Thimble Cafe

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Industry Cafe
Media Design & Branding
Market Singapore
Agency Brand Union
Creative Director Dan Ellis
Designer Jie Ni Liew, Benedict Wong, Kenny Gunawan, Esther Lk Lim, Adrian Ngin, Daniel Goh
Released April 2013

Credits & Description

Category: Cosmetics & Beauty, Toiletries & Pharmacy
Designer: Benedict Wong (The Brand Union)
Creative Director: Dan Ellis (The Brand Union)
Regional Director: Graham Hitchmough (The Brand Union)
Designer: Kenny Gunawan (The Brand Union)
Junior Designer: Pete Tong (The Brand Union)
Designer: Esther Lk Lim (The Brand Union)
Designer: Jie Ni Liew (The Brand Union)
Designer: Adrian Ngin (The Brand Union)
Designer: Daniel Goh (The Brand Union)
Design Director: Samya Deb (The Brand Union)

Brief Explanation
Tiong Bahru’s increasingly cool conservation neighborhood houses an eclectic mix of residents with different tastes and cultures. Hip food and lifestyle shops share shop fronts with local veterans who have been there since the 1940's. Our café experience and identity had to cater to the unique mix of long-term locals and the new creative community. It had to respect and reflect the area yet radiate its own distinctive charm.

We created a unique brand experience in the boutique café category. Seamless visual and environmental design gave customers opportunities to share status snippets and snapshots of the cafe from their smartphones directly onto their social networks. Positive reviews on blogs, tweets, Foursquare check-ins, and Instagram snapshots have spread the word about the café, raising brand awareness without advertising.

Client Brief Or Objective
Our brief was to create an authentic, distinctive café experience and brand identity in a legendary sewing supply store in the undiscovered Tiong Bahru neighbourhood. A true mish-mash of old and new Singapore, there was a demand for cafés offering something more charismatic and appealing than the many western chains.

We immersed ourselves in Tiong Bahru’s stories to define our own captivating tale. This had to capture the area’s old-meets-new vibrancy and the experience of good, honest coffee. Our café was born. The name paid tribute to the original colours of the district’s buildings and recalled the sewing supply store that once occupied the spot. A thoughtfully designed haven for locals and creatives alike, it’s somewhere to feel protected and avoid life’s ‘pricks’. The simplicity of the thimble coffee-cup logo and the pointed, provocative tone of voice convey the café’s serenity and spirit.