The Brand Identity

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EAT by Fable

‘Have you eaten?’ would be the top of the list of any greetings from any Singaporean you encounter. Guidebooks unanimously declare eating our favourite past time, and food our national pride.

EAT is the second installation of a two-year long series of exhibitions which highlight memories of residents from Jurong. Reminiscent of the once-widely popular arcade games by Atari, the identity font type EAT becomes fatter as it is constantly fed. The transition from Light to Regular, to Semibold, to Bold, and finally to Black encapsulates the process of one gaining weight.

Text: Fable

The National Skateboard Co. by Catalogue

Primary by DIA