Project Detail
Food has always been the most honest expression of culture. The National Museum of Singapore understood this when they created Life & Living — a series of lifestyle programmes designed to bring visitors closer to history through taste, touch, and conversation.
My team and I were brought in to give the series its face. The identity needed to feel like an invitation — sophisticated but never intimidating, rooted in heritage but alive in the present. The logotype delivered exactly that: a calligraphic flourish woven into the letterforms, marrying old-world elegance with modern typographic confidence.
The campaign extended across a folded programme brochure and a suite of individual event posters — each one colour-coded to its occasion, from the warmth of a chocolate tasting to the brightness of a herb and spice masterclass. Silhouettes of people socialising, dining, and exploring ran throughout, grounding the design in the human experience at the heart of every event.
It was a design system built not just to inform, but to make people feel something before they even walked through the door.
