The original Uncle Man's K'Road is synonymous amongst K'Road locals for their traditional Malaysian dishes and great prices. Which is why they were approached by Eastridge Shopping Centre - Mission Bay, to be a part of their new Eatery @ Eastridge. 

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As great as their offering was, they needed to elevate their brand image to fit in with their high spec neighbours, but still remain recognisable to their current loyal followers. 

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To do this, we took elements from their original brand identity and repackaged it into a cleaner, simpler and bolder image, focusing on their original 'Uncle Man's male character. 

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Their fit out needed to be simple, informative and operationally friendly. We kept the layout minimal and focused on surface textures and menu presentation, aged concrete textured walls, butcher block-style counter tops and visually clear menu boards overlaid onto stained timber.