Old but Gold
To say that Singaporeans appreciate good food would be an understatement. Local food empires have risen and fallen, complete with all the family drama you'd expect to see in a Korean soap opera. Humble hawkers command respect, and are revered by the rich and powerful of this land, always eager to get a taste of local perfection.
Singapore is a food paradise - we know it, and as reported by international media during the Trump-Kim summit, foreigners know it as well.
Singapore is a food paradise - we know it, and as reported by international media during the Trump-Kim summit, foreigners know it as well.
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| Even if they don't know, now they know - Old Chang Kee was one of the local food brands featured at the International Media Station during the Trump-Kim Summit |
Late night hunger pangs remind us of why Old Chang Kee is such a gift for Singaporeans. Pop a puff in the oven and you have a lovely snack to get you through the a World Cup night.
Home away from home
Much like how Singaporeans go crazy over popular foreign F&B chains setting up outlets here (e.g. Pablo Cheese Tart, Say Chiizu), Londoners expressed the same amount of curiosity and excitement for a Singaporean alternative to the British pasty.
Foodies would know that Old Chang Kee sold out its entire inventory of 1200 puffs during an event in the UK in 2017. It's back, permanently this time, and ready to show Londoners how its done in the Little Red Dot.
Clean and crunchy
Of course, Old Chang Kee brought Singapore's unique design flair to the kingdom. Peranakan-inspired patterns complement its clean aesthetic, creating an irresistible identity which is both exotic and welcoming.
The icon is amazing, from the golden colour (I can already smell it) to the now iconic curls (crunch crunch) on every spiral curry puff they create. It is definitely a cleaner look than the one we are familiar with.
Putting unknown Chinese characters on a food logo in the UK is not a wise move as it might scare away unadventurous folk who are on the fence on trying an Asian pasty. Many Brits would not be able to read what the words are anyway. Come to think of it, do young Singaporeans even know how to read these Chinese characters?
To seemingly compensate for the lack of the Chinese characters, Old Change Kee decided to double down on showcasing local culture, specifically the Peranakan culture.
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| Stickers featuring the Peranakan pattern (Source) |
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| Bowls for Nonyas and Babas (Source) |
The packaging is done flawlessly, making the result appear effortless. The food here might cost more than at home, but I'd totally have a box of curry puffs please.
Unapologetically nostalgic
Since Old Chang Kee set up social media accounts for its British outlets, they posted many teasers on what the UK shops' theme would be like.
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| Grandma knows best! |
Old Chang Kee's use of nostalgia marketing is not meant to produce conventional results. Normally, nostalgia marketing targets consumers' past experiences and in order for them to feel the same way then, they are persuaded to purchase the product.
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| Explaining what a curry puff does not really help with reaching the conventional goal of nostalgia marketing |
However, in the UK when Old Chang Kee's name is practically unheard of till last year, posting throwback photos gives credibility to the brand's food, especially when Old Chang Kee is a household name in Singapore, where 'there is good food everywhere'.
Culinary success in Singapore is anything but easy, especially with strong competition. So far, Old Chang Kee holds the title of making the best curry puffs. I do not recall any other local snack selling curry puffs as its specialty (correct me if I'm wrong).
The decor in the Old Chang Kee cafe looks exotic but inviting, with a display of Peranakan artifacts which would fit much better in a museum rather than a food store. No doubt would this be the Instagram hot spot.
Colours? Check. Unique/exotic decor? Check. Pretentious caption opportunity? Triple check.
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| Just imagine a caption which reads ''tingkats are Asian lunchboses..." (Source) |
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| Not too late to hire a brand ambassador |
Cloudy with a chance of curry puffs
The Peranakan-inspired patterns and clean aesthetic in Old Chang Kee's identity reflects its position as a serious contender for snack supremacy in the UK. It did not come to play; it is here to dominate, further its legacy and bring Singapore comfort food to the masses abroad, including overseas residents alike.Nailing the identity is the first step to building a strong brand, and with the support of the Old Chang Kee headquarters in Singapore, London and the rest of the UK could soon be asking for more outlets to be opened for their curry puff cravings to be satisfied.
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