Specs
Client
Scope
Creative Direction
Design Execution
Date
Scope
Creative Direction
Design Execution
Date
A Phat Cat Collective
Branding, Identity Design, Illustration
Xueli Chow
Xueli Chow
February 2022
Branding, Identity Design, Illustration
Xueli Chow
Xueli Chow
February 2022
Farrer Horse
Cocktail Bar & Restaurant
Housed in a well-preserved shophouse located at Kampong Glam, Farrer Horse takes guests on a heritage journey. Spanning across two storeys in The Sultan Hotel,
the dining room and cocktail bar pay homage to the equestrian-filled exuberant merrymaking that defined Farrer Park Racecourse during its 1840s establishment.
Memorabilia is the key concept around which the visual language of the branding centers. The brand concept attempts to retain and infuse the Farrer Park area into
its aesthetics. During the 70s-80s era, it was where the famous Serangoon Race Course was the town’s hearty and distinct attraction, having been a highly reputable
sports & recreational hub built for the affluent Europeans.
During that time, horse-racing was an acclaimed sport that rose to vivacious popularity. It subsequently evolved into the famous food hub it is today. Inspired by the collective historic artefacts associated with memorable events, a classy vintage contemporary theme is introduced with the union of Singaporean local aesthetics with that of the equestrian (European) Old Serangoon Race Course. The proposed visual thus assembles imagery from two highly distinctive cultures to create a unique identity (one that specifically resonates with Farrer Park) for Farrer Horse, a nostalgic F&B concept with an equestrian twist.
During that time, horse-racing was an acclaimed sport that rose to vivacious popularity. It subsequently evolved into the famous food hub it is today. Inspired by the collective historic artefacts associated with memorable events, a classy vintage contemporary theme is introduced with the union of Singaporean local aesthetics with that of the equestrian (European) Old Serangoon Race Course. The proposed visual thus assembles imagery from two highly distinctive cultures to create a unique identity (one that specifically resonates with Farrer Park) for Farrer Horse, a nostalgic F&B concept with an equestrian twist.
