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The Coconut Club:
River Valley


ART DIRECTION / DESIGN / MOTION / PRODUCTION / WEB DESIGN CREATED WITH THE LO & BEHOLD GROUP
FOR THE COCONUT CLUB
Nestled in the centre of a restored historic high school, The Coconut Club’s second expansion sought to bring the fragrant Nasi Lemak to Singapore’s River Valley. The restaurant’s unique positioning within an international-facing creative lifestyle hub presented an opportunity to champion elevated local cuisine as a homegrown brand. From physical signage productions to digital content launches, I led the launch campaign to debut The Coconut Club’s latest outpost.




With the new outpost came a newly refreshed menu. Working with photographer John Heng, I conceptualised and directed a set of five key photographs to highlight the restaurant’s latest offerings and River Valley exclusives.

These key visuals championed a new phase for The Coconut Club & represented the brand across newsletters, press releases, and advertising channels.



Our launch collaterals featured key visuals that showcased abstract audio-visual artwork inspired by ikat[1], expanding on The Coconut Club’s Malay heritage & cuisine.

The visuals depicted accents of the brand as reflections of a flowing river—the swaying of palm trees, the blistering egg yolk, flames of the kitchen, and the rough of coconut husks; symbolising The Coconut Club’s arrival in River Valley.

Ikat[2]
Malay: meaning ‘to tie’.
A traditional textile art where resist-dyeing techniques are applied to yarn before weaving, creating a distinctive blurred, feathered pattern.


I also oversaw production on several physical touchpoints within the restaurant, including a hand-painted signage, menu collaterals and wayfinding decals. With the launch of The Coconut Club River Valley, we also released an apparel collection in collaboration with Singapore-based contemporary fashion label Ong Shunmugam, for which I supported with content creation & production on the brand’s social platforms.

The opening of The Coconut Club River Valley was concluded with the launch of a refreshed website, running in parallel throughout the course of the project.

HEAD OF DESIGN: ESTHER POH
SENIOR ART DIRECTOR: HAMAIZA KASBAN
SENIOR DESIGNER: HARIZ AZMI, NICOLE CHUA
PHOTOGRAPHY: JOHN HENG, LISA COHEN, JEREMY HOLDEN 


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