The Salad Shop, Singapore (2009)
Salad is often stereotyped as the definitive meal of choice for the health-conscious or vegetarians. In addition to conceiving a fresh identity for the new F&B outlet, the brief also required us to reinstate the fact that salads can also be hearty daily meals for everybody. Thus the strategic tagline “For Herbivores, Carnivores and Everything else in-between” was born with animal silhouettes created as the core design language to reflect the brand philosophy. Passersby outside the restaurant are allowed glimpses of the interior through massive cutout shapes of forks and spoons on a plywood feature screen. While cement screed flooring and plywood fittings accentuate the organic space, graphic printed stools and customised “scenic” fabric lampshades breathe a sense of freshness into the environment.