Yu Zhong Bu Tong harvests marine fish from its own local coastal farm which operates on renewable energy through solar energy and smart farming techniques. It is the first in Singapore to offer locally-produced live fresh fish in a food court setting. Whole live marine fish are delivered daily from its farm straight to the kitchen, ensuring absolute freshness.
We were tasked with its naming, brand identity, takeaway packaging and design of its eatery. Yu Zhong Bu Tong 鱼众不同 is a clever play and pun on a Chinese idiom which also means out of the ordinary. The eco-friendly sensibility to its menu, where the practice of head-to-tail sustainable dining are reflected on the posters, menu, tray mat and tentcard. Staff are donned in customized dark blue jumpsuits which are similar to the waders of the fish farm.
The 54-seater space within the food court boasts clean lines and a monochromatic palette, with a play on lighting and textured metal finishes. From naming, branding to interior design, a rich, fully considered experience comes to life across various touchpoints in the outlet through visual storytelling.
Silver in Integrated Graphic Design 2022
Silver in Logos 2022
Silver in Restaurants / Cafe 2022
Bronze in Branding 2022
Yu Zhong Bu Tong, SG
Creative Director: Ronn Lee
Design Director: IV Toh