Singapore is celebrated globally as a food capital. Yet locally, our cuisine is frequently reduced to hawker fare, a source of pride, but not the full picture. Innovation, when it appears, is often elevated into fine dining. Admired, but distant from everyday dining culture.

We positioned Belimbing to occupy the space in between.

Working closely with Chef Marcus Leow, we defined Belimbing as a New-Gen Singaporean restaurant that treats local cuisine not as something to preserve unchanged, nor to deconstruct beyond recognition, but to evolve with intent.

We led the brand from strategy through execution. We defined the core narrative and positioning, and set clear parameters for how the cuisine should be framed. This shaped menu structure, pricing logic, and dish storytelling to ensure the restaurant felt progressive but approachable. Content was crafted to resonate with Singaporeans today: confident, contemporary and culturally aware.

The creative language reflects that stance. Bold typography. Sharp visuals. Social-first storytelling. A tone that feels instinctive and irreverent rather than instructional or reverential. 

Across spatial and visual touchpoints, we steered away from tropes of “heritage dining.” No sepia filters. No ornamental nostalgia. Instead: clarity, contrast, and confidence—reflecting a generation that is comfortable remixing memory with modernity.

Belimbing reflects our approach in practice. Define the cultural tension early. Set the strategic guardrails, and carry that thinking through product, design, and communications.