Loy Kee Best Chicken Rice

Since 1953, Loy Kee Best Chicken Rice has been serving the nation’s favourite dish to wide acclaim, even being crowned “Best Chicken Rice in Singapore” in the 90s by prominent local food critic Margaret Chan. As third-generation owners took the reins, our challenge was to modernise the brand while staying true their long-standing heritage as a family-owned business.

Rebranding the nation’s favourite dish
Through our research, we uncovered an image of the original Loy Kee storefront in Rayman Market, featuring a metal signboard set in Akzidenz Grotesk. Despite being over 60 years old, the typeface retained a timeless, modern quality, making it the perfect anchor for the rebrand. By using this typeface, we established a direct connection to the brand’s humble beginnings, while also signalling its evolution. Complementing the typography, the new logo draws inspiration from the shape of the iconic Loy Kee plate, subtly referencing the restaurant’s signature dish.

A timeless link to the past
The identity is further supported by a series of illustrations, inspired by a piece of calligraphy the family shared during our workshops. These drawings infuse the brand with a personal, handcrafted feel that mirrors the “only handmade” philosophy behind Loy Kee’s food.

Collaborating closely with the Loy family, we developed a full brand system, including new logos, packaging, illustrations, social media templates, and service/interior guidelines to support future expansion. This rebranding ensures that while Loy Kee evolves, it will always remain a beloved staple of Singapore’s culinary heritage.