Lim Chee Guan Branding

Progressing alongside an ever-evolving landscape, the iconic Lim Chee Guan jetliner transitioned from a ‘modern’ airliner — as envisioned by an earlier generation — to that of a classic, propeller driven aircraft of yesteryear. The change in this key element of the existing logo was designed to prompt a recollection of the brand’s unrivalled place in Singapore’s culinary history.

HISTORY

Lim Chee Guan (1938)

1938

Lim Chee Guan (1970s)

1970s

Lim Chee Guan (1980)

1980

Lim Chee Guan (1990s)

1990s

Lim Chee Guan (2006)

2006

LOGOS

Lim Chee Guan (Logo A)

Signature A

Lim Chee Guan (Logo B)

Signature B

LOGOTYPE

Lim Chee Guan (Logotype)

TYPEFACE

Lim Chee Guan (Typeface)

CORPORATE COLOURS

Lim Chee Guan (Colour 1)

Pantone Coated 7556C
C20 M42 Y96 K9
R196 G143 B27
#C48F1B

Lim Chee Guan (Colour 2)

Pantone Coated 7624C
C30 M100 Y98 K44
R122 G2 B6
#7A0206

Lim Chee Guan (Colour 3)

Pantone Coated 10122C
C31 M50 Y80 K29
R147 G107 B55
#936B37

ADVERTISEMENTS & PACKAGING

Lim Chee Guan (Advertisement)
Lim Chee Guan (Packaging)

2006 – PEOPLE'S PARK COMPLEX

Lim Chee Guan underwent a rebranding in 2006, updating the look & feel of its advertising, packaging and environmental design of its stall at People’s Park Complex. Lucidity helped Lim Chee Guan to develop it’s first branded retail experience. Taking advantage of the corner tenancy floor space, we created a path way into the stall, encouraging greater flow into the stall. The result was a 20% sales increase in the revamped stall at People’s Park Complex.

Lim Chee Guan (People's Park Complex 1)
Lim Chee Guan (People's Park Complex 2)

2011 – ION ORCHARD

Lim Chee Guan underwent another branding initiative to open a stall in ION Orchard 2011 to attract younger generation of customers that prefers 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.

Lim Chee Guan (ION Orchard 1)
Lim Chee Guan (ION Orchard 2)

Signage

Lim Chee Guan (ION Orchard 3)

Floor tiles

Lim Chee Guan (ION Orchard 4)

Graphics on mirror

Lim Chee Guan (ION Orchard 5)

Custom lamp design

Lim Chee Guan (ION Orchard 6)

Interior Design for ION Orchard

Lucidity Logo White

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