ABOUT

THE BRAND CHALLENGE
'Over five years in, Neon Pigeon is still Singapore’s most hip restaurant. As we embark on our new location and new journey of Neon Pigeon 2.0, we don’t just want to repeat what we’ve done, but build on it and transform into something bigger and better!’

THE DESIGN SOLUTION
Having 'let one’s hair down' at Neon Pigeon one too many times over the four years we spent in Singapore, you can take it from us; it really is one of Singapores best restaurant/bars and we wanted to do 2.0 some serious justice.

After the initial market research we quickly realised that customers weren't familiar with the existing logo, their only association with the brand mark was unsurprisingly 'the Neon Pigeon glowing in the window’. After adjusting the original neon sign to create a clean, minimal brand mark we created a work mark to pair with the simplicity of the outlined pigeon. Taking on elements from their Japanese heritage the aim was to create a word mark that perfectly paired a Japanese Isakaya with an urban city touch.

Pushing the boundaries where we could we said goodbye to standard drinks menus to design and illustrate manga comics full of classic cocktails disrupted with Japanese twists. This isakaya meets urban theme runs through the whole brand world from uniforms to graffiti. The brand now exuberates its disrupted Japanese essence and Neon Pigeon still leads the flock in Singapore.