A fresh take on OldTown
Brand Identity System
Brand Guidelines
Done while at DesignBridge. 2021
Illustrations by Jason Liw & Tay YinXue
OldTown built its brand through its instant white coffee range and pioneering the modern kopitiam dining experience. However, their brand identity had become dated, losing resonance with the current generation.
The solution was in their name itself. Old towns across the world such as Ho Chi Minh, Ipoh & Georgetown to name a few, all have something in common. They are places that creators, artists and innovators call home. Drawing in crowds who want to be immersed in the modern reinterpretation of a cultural place. We channeled this spirit into OldTown’s new brand personality to position them as the ‘Progressive Artisan’. Creating a brand identity that is a fresh take on their craft and rich heritage.
The new positioning guided us in creating a bold and flexible brand system that is being adapted for both their FMCG and F&B touchpoints.
The solution was in their name itself. Old towns across the world such as Ho Chi Minh, Ipoh & Georgetown to name a few, all have something in common. They are places that creators, artists and innovators call home. Drawing in crowds who want to be immersed in the modern reinterpretation of a cultural place. We channeled this spirit into OldTown’s new brand personality to position them as the ‘Progressive Artisan’. Creating a brand identity that is a fresh take on their craft and rich heritage.
The new positioning guided us in creating a bold and flexible brand system that is being adapted for both their FMCG and F&B touchpoints.
