The Fatty Weng Restaurant (肥仔榮酒家) is a homegrown eatery founded in 1967 by award-winning executive chef, Lai Foo Weng. It was reopened in 2014 on Smith Street, at the heart of Chinatown, after moving from the previous location at the old Singapore Badminton Hall on Guillemard Road in 2007. The restaurant is currently helmed by the second generation of the Lai family.
Various design options done for the identity
Fatty Weng is known as a heritage restaurant for family and social gatherings. This reputation for ‘reunions’ is symbolised by the circular stroke around the main ‘榮’ character. The circle is also inspired by the iconic round dining tables found in most Chinese restaurants.
The logo’s central element ‘榮’ (Weng) refers to founder Mr Lai Foo Weng. It reflects Mr Lai’s role in founding and growing the business. The script style exudes vigour, reminiscent of the dynamic cooking flames in Chinese restaurant kitchens.
The design of the words ‘肥仔’ is inspired by traditional Chinese seals, to reinforce the authenticity of Fatty Weng.
Brand application on stationery
Extended brand application
Client: Fatty Weng Restaurant Pte Ltd
Team:
Creative Director: Stanley Yap
Content Director: Johny Tay
Senior Art Director: Farid Kasnoen
Designers: Koh Shao Long, Ong Wanling
Additional Illustration: Shakir Sazali
Business Advisory Agency: BDO LLP, Singapore
A project of Splash Productions