WINNER
Straits Kitchen – Singaporean Melting Pot
by Magpie Studio, for Straits Kitchen
Chef Tony Khoo’s vision for his restaurant was a celebration of the diverse cultures and cuisines of Singapore. Dishes are inspired by recipes, stories and experiences handed down over generations, some of them passed to him by Khoo’s grandmother in homemade scrapbooks.
To communicate this idea to a broad, international audience – the restaurant is located in the Pan Pacific Hotel on London’s Liverpool Street – Magpie Studio created a range of illustrations. At the heart of the scheme are eclectic food collages, mixed with archival patterns from the Singapore region. These bring colour and texture to silhouettes of food items, drawn directly from the dishes. The humble, hand-cut silhouettes are directly reminiscent of scrapbooks.
The illustrations emphasise the warm and friendly tone of voice that is maintained throughout the venue and its menu.
The judges said: “I love the layered and eclectic style that somehow manages to be quite minimal in its execution. Captures the chef’s vision and Singaporean culture well.”
Kraft Mac & Cheese: Help Yourself
by Johannes Leonardo, for Kraft Heinz – Mac & Cheese
According to Kraft, comfort – and in particular comfort food – carries a degree of stigma in the 21st century. The brand is seeking to reclaim some ground with its message that comfort is a positive way to help us recharge our sense of wellbeing.
It’s new ‘Help Yourself’ brand message manifests this by visualising the feel-good uplift that comfort can create, and the ways in which it can spread positivity to those around us.
By incorporating the angle of the brand’s refreshed noodle icon throughout the characters used provided a sense of ‘ownability’ while a selection of interchangeable expressions allows versatility of use. The characters have also been chosen to reflect diversity and promote inclusion, with looping gifs as well as static representations – all presented with a gentle reminder to breathe in, relax and enjoy.
Next Insurance Brand Illustrations
by Collins, for Next Insurance
Rather than follow the typical insurance marketing narrative that focuses on risk, Next Insurance took a different approach.
The company decided the sense of fear engendered by the traditional approach is itself responsible for companies being reluctant to take risks – leading to missed chances, loss of money, and restrictions to creativity in business.
In response, the brand decided instead to highlight how insurance can instead free up companies to be bolder and to seize more opportunities, knowing that the risks have been mitigated by appropriate policies.
Under the rallying cry of ‘get going’, Next Insurance looked to times when human optimism has triumphed over cultural and economic turmoil, resulting in a visual style inspired by depression-era cartoons and 1970s underground comics. Tied to vivid colours and a matter-of-fact tone of voice, it hopes to achieve the ambition of making people smile when they think of insurance.
Illustration for Rebrands
shortlisted