Haikee (海记) was commissioned as a rebranding project for the traditional Soy Sauce Chicken Rice stall located in the Eastern heartlands of Singapore.
Taking the translation of Haikee (海记) to ‘sea journey’ – a direct reference to the founder’s voyage to Singapore in 1959 – as our point of departure, we incorporated subtle elements of the ocean and old Chinese seagoing vessels (junk ships) in the design of the chicken mascot, anchored within the balance of a circle, to create a bespoke visual identity.
