As the landscape around it evolved, the iconic Lim Chee Guan jetliner transformed from a modern airliner—as imagined by an earlier generation—to a classic, propeller-driven aircraft from the past. This change in the key element of the existing logo was designed to evoke memories of the brand's unrivalled place in Singapore's culinary history.
HISTORY
1938
1970s
1980
1990s
2006
LOGOS
Signature A
Signature B
LOGOTYPE
TYPEFACE
CORPORATE COLOURS
Pantone Coated 7556C
C20 M42 Y96 K9
R196 G143 B27
#C48F1B
Pantone Coated 7624C
C30 M100 Y98 K44
R122 G2 B6
#7A0206
Pantone Coated 10122C
C31 M50 Y80 K29
R147 G107 B55
#936B37
ADVERTISEMENT & PACKAGING
2006 – PEOPLE'S PARK COMPLEX
In 2006, Lim Chee Guan underwent a rebranding, updating its advertising, packaging, and environmental design at its stall in People's Park Complex. Lucidity assisted Lim Chee Guan in developing its first branded retail experience. By taking advantage of the corner tenancy floor space, we created a pathway into the stall, encouraging greater foot traffic. As a result, the revamped stall at People's Park Complex experienced a 20% increase in sales.
2011 – ION ORCHARD
In 2011, Lim Chee Guan underwent another rebranding initiative to open a stall in ION Orchard in order to attract younger customers who prefer the convenience of shopping in a mall. We took the opportunity to update the brand logo and design their ION stall. The stall is still operating at ION Orchard.
Signage
Floor tiles
Graphics on mirror
Custom lamp design
Interior Design for ION Orchard
YOUR PARTNER IN BRAND CLARITY
261 WATERLOO STREET #04-25, SINGAPORE 180261
email goi@lucidco.net tel +65 6295 8028
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