THE ORANGE THIMBLE

ClientTHE ORANGE THIMBLE
ProductF&B
EntrantTHE BRAND UNION Singapore, SINGAPORE
Type of EntryDesign: Corporate or Brand Itendity
CategoryA01. Corporate Identity Schemes
TitleTHE ORANGE THIMBLE
Product/ServiceF&B
Entrant Company:THE BRAND UNION Singapore, SINGAPORE
Design/Advertising Agency:THE BRAND UNION Singapore, SINGAPORE

Brief Explanation

Our challenge was to create not just another superficial hipster coffee joint, but a vibrant space with soul and a sense of history that connects the rich cultural heritage of the Tiong Bahru district with a new generation of experience-seeking Singaporeans

The Brief

When new owners bought the building that was once the legendary Madam Loh's sewing supply store, they wanted an identity for a gallery-cafe space that would both pay homage to the neighbourhood's rich history and become a go-to destination within the district's thriving arts scene

How the final design was conceived

We created The Orange Thimble - café, art gallery and self-styled refuge from "the little pricks in life." ‘Orange’ references the distinctive colour of the buildings of Tiong Bahru in the 1970s, while ‘Thimble’ is both a sign of respect to Madame Loh and a clever icon to represent the space's new speciality - coffee.

Indication of how successful the outcome was in the market

The Orange Thimble provides a new platform for emerging artistic talent, while welcoming customers of all ages with authentic touches from Singapore's recent past. The originality of design and experience created self-sustaining word-of-mouth and social media coverage, which continues to drive traffic to the venue

Credits

Name Company Position
Benedict Wong The Brand Union Singapore Designer
Dan Ellis The Brand Union Singapore Creative Director
Liew Jie Ni The Brand Union Singapore Designer
Esther Lim The Brand Union Singapore Production Lead
Adrian Ngin The Brand Union Singapore Designer
Kenny Gunawan The Brand Union Jakarta Designer