Keith Ang

Branding – Mural Design – Graphic Design – Illustration – Social Media Management

A new café entering the saturated Robertson Quay F&B strip needed a distinctive identity to stand out from polished, high-street competitors while appealing to a community-driven, dog-friendly audience.

Constraints

The project required balancing a quirky, character-led identity with broad commercial appeal, while working within a visually homogeneous neighbourhood of cafés. The brand also needed to function seamlessly across physical space, social media, and merchandise from launch, while staying true to the founders’ vision of an accessible, dog-centric community space.

Decision & Rationale

I developed a hand-drawn logotype paired with an illustrated mascot of George, the founders’ Golden Retriever, to create a distinctive and ownable brand system. The mascot became a flexible storytelling device that could evolve across campaigns, merchandise, and seasonal content. A bold cobalt blue was chosen to stand out within the streetscape while subtly referencing the adjacent river, supported by a tropical colour palette and custom motifs that grounded the brand in its Singapore context. The identity was extended holistically across menus, merchandise, interiors, and social content to ensure consistency and memorability.