SIEW AND YANG DESIGN OFFICE



Illustration, Digital, Content
Native Kitchen
Launch Campaign

Client
Refinery Concepts

Completed
2019
INTRODUCTION THROUGH
CURIOSITY

Native Kitchen is a restaurant that specialises in Islanders’ Cuisine, and we were tasked with developing a mini campaign for its launch. The key objective was to unveil this concept and to share a selection of key dishes to pique the interest of potential diners. The result was a mini social media campaign — Guess These Islands. Through sharing about the islands’ cultures, attractions and food, the concept of Islanders’ Cuisine was introduced.



A bespoke set of illustrations based on each island’s food, flora and fauna, produce and attractions was developed (refer to Fig. A). These individual illustrations were then used to compose the silhouette of each island — functioning as a subtle hint of the destination. They were also assembled to generate motifs and key visuals for teasers and other promotional assets.

Fig.A

The mechanics of the contest were simple – to get contestants to guess the three islands based on the hints provided. Of these, a signature dish from each island was introduced, alongside little nuggets of information about the destination.

An ‘islander’s camo’ motif that could be used on launch swag such as bandanas and tote bags was also developed.

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