Young Master wanted to expand their services overseas by opening a new restaurant and bar, The Guild, in Singapore. Despite The Guild being a new addition to the food and drink scene, Young Master wanted to ensure they included local references and elements in their branding and identity.
We worked with Young Master through a series of brand strategy workshops. Together, we looked into historical merchant marks which were born out of necessity to identify authentic goods and served a seal of quality. A prolific symbol of merchant marks at the time was the “sign of four” - a popular display on maritime signal flags to ward off evil spirits. From this, we created a modern and polished interpretation of the mark, combined with a base to create a ship symbol. The result is a discreet homage to the early days of trading.
The second half of our mission was to find the balance between a taproom and restaurant, where the focus is placed on the kitchen as much as on the taps. It’s more than just food and drinks at The Guild. This space is a romantic ode to the dedicated artisanal craftsmen who congregated and honoured each other for their passion and hard work.
The idea of “artisanal” is realised here through a carefully curated menu of locally sourced homemade comfort food and independent craft beer, cocktails and wine. Everyone is welcome here, as long as you have an appetite and appreciation for local crafts. We then translate the visual language to a series of collaterals that welcomes all types of customer to a world of craftsmanship.
The Guild has managed to blend in seamlessly into the local food and drink scene. It continues to receive strong, positive customer reviews for both their unique offering of craft beers and overall ambience.