The Prime Society, Singapore (2009)

On the surface, The Prime Society is an age-old, esteemed fraternity dedicated to the pursuit of steak perfection and tipple appreciation. Dig deeper and you’ll find that it really is a casual steak and rib restaurant masquerading as a highbrow, exclusive members-only club; the result of a unique branding effort to differentiate it from other regular steak establishments. Based on the guiding principles of some very tongue-in- cheek wit and good-for-the-soul humour, a similar design philosophy echoes through the restaurant’s collateral, environmental graphics and website.

Essentially, the brand advocates fine dining at its casual best without the unsavoury sides of snootiness and pomposity.