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The Coconut Club:
Siglap
ART DIRECTION / DESIGN / MOTION / PRODUCTION
CREATED WITH THE LO & BEHOLD GROUP
FOR THE COCONUT CLUB
The Coconut Club stretches its palm trees towards Siglap for its first local expansion. We crafted the launch campaign around Siglap’s prominent history as a coconut plantation, connecting the brand’s fanatic philosophy with geographical heritage. I worked closely with the team on a 360-degree production of the new outlet, from physical structures and wayfinding to menu design and animated key visuals for digital and social touchpoints.
As a neighbourhood outpost, we wanted to target locally, not just the average Nasi Lemak[1] lover but especially those who were around when coconuts grew in these very lands, 50 years ago.
While 1980s Siglap saw a development of modern housing and urbanisation, we spoke with life-long residents who have had a glimpse of the days before, the kampung[2] days, in their youth.
These stories informed the core of our concept and reinforced the brand’s essence of neighbourhood camaraderie: ‘Kampung Spirit’.
Nasi Lemak[1]
Malay: A fragrant Malay rice dish cooked in coconut milk and pandan leaves, served with a spicy sambal chili paste, crispy anchovies (ikan bilis), roasted peanuts, cucumber slices, and a boiled or fried egg.
Kampung[2]
Malay: Traditional village or settlement found across Southeast Asian countries.
Touchpoints crafted as a period-piece to the 70s, borrowing themes of postcard messaging and duo-tone print, tongue-in-cheek headliners, and a good time.
HEAD OF DESIGN: ESTHER POH
SENIOR ART DIRECTOR: HAMAIZA KASBAN
SENIOR DESIGNER: HARIZ AZMI
PHOTOGRAPHY: LISA COHEN, JEREMY HOLDEN
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