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Jian Bo Tiong Bahru Shui Kueh
Challenge
To rebrand a well-known brand and modernise it to attract the younger generation, but still keeping part of its tradition so the older generation can still relate to it.
Solution
Inspired by street food documentaries, seeing how traditional food brings everyone together, both young and old. We decided to highlight Jian Bo's tradition through their food prepping process - how every kueh is still made with the old school metal "saucer" and steamed using the traditional wooden steamer. And only using minimal design to give the brand a modernised look.
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