Loy Kee Best Chicken Rice

Rebranding the nation’s favourite dish


Loy Kee Best Chicken Rice

Year 2020
  • Brand Strategy
  • Visual Identity
  • Content Strategy
  • Print
  • Packaging

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. With the third-generation owners taking over, our challenge was to modernise the brand without sacrificing their long-standing heritage as a family-owned business.

Our research led us to an image of the first Loy Kee storefront in Rayman Market, featuring a metal signboard set in Akzidenz Grotesk. Despite being over 60 years old, the typeface maintained a timeless modernity. This allowed us to use the typeface to anchor the rebrand and retain a direct connection to Loy Kee’s humble beginnings. Alongside Akzidenz Grotesk, the new logo takes from the shape of the iconic Loy Kee plate, as a subtle nod to their signature dish.

The identity is further supported by a series of illustrations, inspired by a piece of calligraphy that the family brought up during one of our workshop sessions. These drawings bring a handcrafted quality to the brand that parallels the ‘only handmade’ philosophy of Loy Kee’s food. Working closely with the Loy family, we developed a comprehensive brand system, including new logomarks, packaging, illustrations, social media templates and service / interior guidelines for future expansion plans. 

Practice Theory