NIUBI
Client Work
Visual Identity, Packaging, Social Media, Poster, Photography
Niubi was a contemporary Asian restaurant that showcases the very best of Southeast Asian dishes, predominantly drawing inspiration from Singapore. Drawing inspiration from the rich culinary heritage of Singapore, I created a dynamic brand identity that combines authenticity with creativity.With its bold and vibrant interior, Niubi creates a lively atmosphere perfect for any occasion. Their vision was to advance the identity and ethos of Singaporean cuisine beyond the Hawker culture it is traditionally known for, introducing elevated dishes that highlight the rich flavors and diverse culinary techniques of the region.
I led the development of Niubi’s brand identity, translating this vision into a visual system that balances authenticity with modern creativity. The colour palette evolved from Baba Nyonya (Peranakan) culture, drawing on its rich, expressive hues to reflect heritage, warmth, and cultural depth. This was paired with bold typography and graphic elements to mirror the restaurant’s vibrant interior and contemporary positioning.
In addition to branding, I creative directed the social media campaign, defining the visual direction, content themes, and overall tone to ensure consistency across digital touchpoints.
The rationale behind the identity was to create a brand that feels elevated yet approachable.
The final identity supports Niubi’s ambition to invite diners into a refined communal dining experience, positioning the restaurant as a distinctive destination for those seeking to explore Singaporean cuisine beyond the familiar.