The Brief
Pick one hawker stall (young first-time hawkers or multigenerational families, with the second and third generation) and create a well thought-out brand identity for them. Foodies can expect to look forward to a fresh generation of hawkerpreneurs once this pilot programme takes off.
The Approach
The project is aimed to keep the hawker culture alive in the younger generation but still remembering the good old hawker centre days. With this in mind, I have included a more modern yet traditional style in the logo. He Zhong Carrot Cake only sells one dish which is white carrot cake, and I wanted to incorporate their signature dish into the logo. To do so, I have included the colours of white carrot cake, beige and brown, into the logo.
