Loof, Singapore (2005)

Realising that most Singaporeans tend to mispronounce the word “Roof”, a group of fun-loving entrepreneurs decided to name their first rooftop bar in Singapore “Loof”.

This immediately paved the way for us to inject a healthy dose of quirky attitude into the brand identity, departing refreshingly from the humourless faces of typical watering holes.

Extending the concept of “inverting the roof” or rather the letter “R” in the logo to form the letter “L”, the idea was applied across various collateral including the bar menu, which cheekily encourages patrons to use it as a makeshift shelter when it rains.