The Coconut Club
In Singapore, food is never just food. It's an intrinsic part of our identity. And as the coconut migrates across and throughout the archipelago, it has become both reflective and representative of our cuisine—rich, versatile, and born of a myriad of influences.
The Coconut Club was born out of reverence for the humble coconut.
267 Beach Road, Singapore
Year: 2021
Strategy, Branding, Packaging, Digital
Turning The Coconut Club into a scalable brand that can go global.
Celebrating all things coconut through a vibrant, modern brand with a fanaticism for quality; forward-looking but always rooted in heritage.
To share a piece of who we are through a fanatic rediscovery of Singapore’s cuisine. We see the best in everything——from the simplest ingredients like rice, to complex recipes like rendang—and in everyone. For the global audience, we advocate inclusivity and practise a style of hospitality that is fun, intuitive and allows each individual to come as they are.
TO OUR PEOPLE, WITH HEART. FOR ALL THINGS COCONUT.
TO OUR PEOPLE, WITH HEART. FOR ALL THINGS COCONUT.
We gave our colour palette a bold and vibrant refresh, paired with a suite of textures inspired by the traditional Ikat (meaning “to tie” in Malay) dyeing method. Our iconic Coconut Club tree was also further simplified for better application across various materials like jute and textured glass.
The cherry on the kueh is perhaps the updated type and graphic treatments; functional but eccentric enough to inject a little personality into otherwise insipid touchpoints, like menus, establishment cards or even standees.
Turning a brand as authentically Singaporean as this, into something relatable for a global audience meant that we had to change the way we spoke; “code-switch”, if you will (another very Singaporean trait). We spoke with greater confidence and maturity, being careful not to lose that vibrancy, curiosity and casual warmth that is our DNA.
When it comes to keeping true to our roots, we have to ensure that our cuisine is never over-anglicised. Wherever and whenever possible, we go with a local-name global-description approach.
We also gave The Coconut Club a resounding voice amidst the noise in today’s digital world,
with youthful maturity and a sense of curiosity for all things lemak.
The essence of our cuisine is most authentically captured through our photography style, intentionally capturing our cuisine’s ‘ugly-delicious’ character. After all, nobody likes a story without a bit of hustle in it.
We worked with TKWebb on The Coconut Club’s Flagship at Beach Road (2022) and Nice Projects for our Canteen at Siglap (2023).
The result? Materials that bring out a modern, tropical warmth. A celebration of the city’s natural materials, local makers and creatives. And spaces rooted in Singapore that reflect the region’s culture, history and design.
