The logo celebrates the Singaporean spirit – signifying that our dreams are not limited by the physical size of our island nation. I was glad to work alongside with Kult Singapore & SG50 for their Tote bag campaign. My theme of choice was 'Kampung Spirit'.
In a fast-paced and ‘go-getting’ 21st century society, preserving the kampung spirit ensures that each generation learns the important values of honour, kindness and consideration for others, the joys of friendship and togetherness, compassion, and the courage to fight for the greater good of a community, with much heart in all the hard work.
The research brought us all the way back to the birth of Singapore to understand the real meaning of kampung spirit. Fusing the old style of batik design and modern typography, we came up with a detail representation of the theme.