Shan Cheng
A rebrand that celebrates Shan Cheng’s Ipoh heritage while creating a more contemporary and accessible expression for a wider audience.
With a strong heritage rooted in Ipoh cuisine and a growing presence in Singapore, Shan Cheng sought to evolve its brand identity to appeal to a wider audience while remaining true to its culinary roots.
The rebrand centred on strengthening the connection between the brand and its Ipoh origins. The new logo incorporates a mountain motif inspired by the meaning of Shan Cheng (山城), or “City of Mountains”, creating a visual reference to Ipoh while giving the identity a more contemporary expression. The new tagline, “Taste Ipoh in Every Bite!”, further reinforces the brand’s focus on sharing authentic Ipoh flavours and culinary heritage.
- Logo Identity
- Brand Guide
- Uniform
- Signages
- Packaging Design
- Menu
- Website
- Marketing Collaterals
- Event Collaterals
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