Hulk Smash!
Singaporean stress levels are far to high to explain. Like many other Asian countries, the pressure to be the best is always on your mind, tormenting you silently. Failure is unacceptable and when it does happen, your boss will take your out for coffee :(
Luckily, there's an unorthodox solution to releasing your bottled up anger: smashing things into pieces.
About The Fragment Room
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| Exterior of The Fragment Room (Source) |
"The Fragment Room is a rage room where you are encouraged to let down your walls and release your inner frustrations...Come in for a short session and treat yourself to arguably the most exciting anger therapy in the market. Smash plates, glasses, vases, electronic appliances and more. Fret not, all of these broken pieces will be recycled accordingly because we care about the environment too."
The number of people who could benefit from this type of anger therapy are simply too many to count! No more punching holes in walls or knocking down vases to prove a point; simply bring them along to The Fragment Room and ask them to watch you destroy everything while screaming hysterically.
Logo
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| The Fragment Room Logo (Source) |
The logo, though simple at the first glance, renders beautifully when viewed on electronic devices. The humble gif has indeed come a long way from being used for entertainment purposes (retro memes) to creating memorable brand identities.
The incomplete letters make for a good font choice, considering how things will end up every smashing session.
Taking the neon theme seriously, the physical logo in The Fragment Room uses actual neon tubes to wow its customers and passers-by.
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| Logo as seen from outside (Source) |
A simple version of the logo depicts a crate with the same glowing treatment.
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| The crate is taunting you to smash it (Source) |
Neon Eye Candy
The interior of The Fragment Room resembles an underground bunker/asylum: white florescent tubes, concrete and dirty walls. A perfect setting to unleash your inner beast.
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| The Joker would love this (Source) |
The neon eye candy does not stop there. If you go to The Fragment Room's website, the site is full of neon signs and gifs.
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| The Fragment Room's Homepage (Source) |
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| Hover over the signs to see this effect (Source) |
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| Packages (Source) |
This branding reminds me of Fallout, a post-apocalyptic game where one has to kill (read: smash) his enemies in order to survive. Seems like The Fragment Room is preparing us for the life after nuclear war!
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| Fallout 4 Logo |
Overall, Nout Studio created a unique and well-executed brand identity for this clever business. Can't wait to visit someday and bring the house down, literally.
The Fragment Room's brand identity is
CONVERSATION