Restaurant Brand Review: The Roof

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Foreign Policy Design Group created this hands-on approach to the branding of The Roof restaurant and bar in Singapore.

The identity of The Roof bar is very much inspired by wheatpaste-glued posters on the streets of old Shanghai back in the days plus elements from the current architecture of the hotel. We deployed the idea of the vintage newspaper adhering to recycled wood for the menu with a wheatpaste-like glue. The use of the wood takes cue from the hotel’s windows and wood decks of the rooftop – which are wood reused from these 1930s old buildings & warehouses in Shanghai.

I truly love the use of raw materials in the menu and business cards. It helps the brand jump out at the viewer.

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