“The perfect moment is fade in the
lapse of time�Alfred North Whitehead
EDITOR’S LETTER
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EDITOR’S LETTER
Welcome to the brand bible of Mei Heong Yuen dessert. It has been an arduous journey for me to reach to the final stages of presenting my own brand bible. There were times when I tell myself, “I feel tired and I really want to give up.� With little or no design background, it seems impossible for me to achieve this end result. But this will never happen. It is part of project I am in. Such emotional power motivates me to deliver my promises of dreams and desires for Mei Heong Yuen dessert to become leading brand. In my personal opinion, establishing a leading brand is similar with the process of becoming a good person. Being a good person generally desire to connect with other people. For this edition of Mei Heong Yuen dessert, we look at their pioneer behind the popularization of dessert lovers. Also, to focus on their marketing communication as a medium that captures the trends and developments of the contemporary dining scene. Consumers who visits Mei Heong Yuen artisan cafe become open to new dining experiences and tastes. Mei Heong Yuen dessert may not be a brand that is familiar to all but I hope that this issue serve as a good introduction for those who are unfamiliar with the heritage brand.
See Jia Li Editor in Chief
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CONTENTS
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02 Intro
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Editors letter See Jia Li, Editor in chief
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Headline Media coverage of Mei Heong Yuen over the years
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Comments Mei Heong Yun dessert on instagram
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Opinion Food blogger Seth Lui
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Lineup Mei Heong Yuen signature desserts and techniques My taste Consumers share their favourite desserts and experiences
32 Brand Story The birth of Mei Heong Yuen Dessert and its branding strategy 46 Logo Improve brand identity of Mei Heong Yuen dessert 50 Tagline Mei Heong Yuen’s new tagline 52 Packaging Mei Heong Yuen’s pretty face. 56 Communication Promote awareness of Mei Heong Yuen dessert 58 Website Increase online presence by using technologies. 60 Inner Space Mei Heong Yuen, contemporary experience with traditional element 64 Thoughts Words from Clara Lee, the boss, Mei Heong Yuen 67 Outro Be it rain or shine and stay connected with the future generation
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HEADLINE
2010. 07.31
CNN
Mei Heong Yuen dessert has been recognised as a recommended choice in the Singapore “Ice Kachang” category as part of “CNNGo’s Best Eats 2010 Awards”.
2009. 05.11
Lianhe Zaobao
Mei Heong Yuen dessert has been awarded the best FOOD AWARDS 2009/2010 by “The Green Book”.
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HEADLINE
1995. 07.11
Sin Ming Ri Bao
Retain the aroma of peanuts in Chinatown Streets.
2015. 07.22
Guang Ming Ri Bao
Media Corp Channel 8 has featured Mei Heong Yuen as the recommended dessert outlet under the show “Snack Attack 2”.
2016. 07.17
Weekend Today
“Sugar water” experts
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INSTAGRAM Share your moments with loved ones
Smooth texture hot dessert. Only in Mei Heong Yuen! #sohot #sweet #satisfymycraving #chinatown #jiaklocal
Almond X Black Sesame been having lots of black sesame treats recently because someone got addicted to it. #sgfood #sgfoodies #burpple #instafood_sg #sgcafe #exploreflavours #asiafoodprn #foodvsco #f52grams #eeeeeats #huffposttaste #onthetable #buzzfeast #forkyeah #getinmybelly #food52 #feedfeed #lovefood #tastethisnext #eattheworld #foodandwine #thekitchn #feedyoursoull #eatfamous #tastingtable #bestfoodworld #beautifulcuisines #blacksesame #shaveice
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Can’t get enough of Mango Roll! #suitmytaste, #special #willdefininitelygobackagain #shiok #makanhard
Perfect refreshment for a hot day! They have other traditional desserts in this shop as well. #authentic, #genuine, #meiheongyuendess-ert, #chinatown
ㅇㄴㄻㄹㅇㄴㅁㅇㅁ 망고빙수만 드 세요 과일중에 왕자라는 두리안은 아직도 못먹겠다.... 한입먹고 버림
A small shop at Chinatown and crowded with people but I feel it’s worth to wait. #crowdedsunday, #narrow, #healthypaste, #sohumid
#싱가폴#싱가포르#미향원#망고빙수# 두리안모찌#차이나타운#singapore#meiheongyuen#meiheongyuendessert味香园 #mango#durian#chinatown#여 행#여행스타그램#여행에미치다_싱가 폴#travel#travelholic#daily#맞팔# 선팔#소통
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OPINION
OPINION Seth Lui
Food blogger says Mei Heong Yuen dessert today marked the moment to prompt customers into viewing its traditional Chinese dessert as something to savor its moment.
Top food blogger and consultant of sethlui.com
Editor : See Jia Li
Please introduce yourself. I’m the founder and food blogger of sethlui.com, an online platform that recommends and provide information about food. Throughout these years, I’ve been in the field of food industry. I’ve been a food blogger and personally always felt a passion for food. The experience showed me that blog editorial is not the only platform. Eventually, I found it more interesting approaches by reviewing cafe versus giving consultation to cafe. As part of the recent development of online food blogging, there has been an exponential increase in the number of food bloggers covering publications. What sort of media is yours? Whereas most food blogs focused entirely on publications, you might say that ours are more of a hybrid online publication with a very personal voice. We deal with dessert based lifestyle. I think just purely dessert driven is insufficient for the audience.
Do you believe your blog would do well from the outset? No, I didn’t. Actually I started the blog because it was initially meant as a platform for my F&B consultation services, as a form of marketing. But people responded to the pictures that I posted, and more and more people begin to like my blog. It was at that point that I came to a clearer understanding of what I’m capable of doing well.
Do you keep visiting Chinese dessert cafe so you can keep your blog updated? Because I’m a dessert lover, I would probably have kept visiting café even if it weren’t for my blog. But instead of stressing me out, that intensity has started to bring me happiness.
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Do you go to experience Chinese dessert café that are listed in various media, and award winning in particular? Chinese dessert café are the reason that I travel. Whenever I hear about award winning Chinese dessert café, the first thought I have is that I’ve got to experience it. First of all, I make a list of the Chinese dessert café I want to visit, and when I have some time off, that’s where I go. Do you eat chinese desserts just about every day? I’m also wondering if you could tell me about your most memorable dessert. Actually, I’m interested in more than just a chinese dessert. I’m always on the lookout for dessert that can evoke a story. Since dessert is limited in their range of flavors, they’re easier to research. I remember the first dessert that I had at Chinatown, Mei Heong Yuen dessert; it has this flavor that keeps lingering in my mind. Besides that, the cafe has intimate atmosphere. The atmosphere make you feel welcomed. It is a cafe that provides great setting and services. What kind of Chinese dessert are you especially interested in? I’m interested in the chinese dessert that is served right after a full course meal and it’s freshly made. What do you think about dessert industry in general? Are they the one where trends in a whirlwind of change? There are recent trends when everyone will hear of snow ice, but I feel that there’s a need to talk about the reach out of social media. Few years ago, trends were set by the establishment, websites and magazines that ranked items in order of their popularity. These days, individuals who post their opinions on social media such as Facebook or Instagram have become influential too. Nowadays, anyone can take a good picture of food and share their opinion about it, visual aspect has become very important to most of us. Since it’s easy to post any information on food, it will lead to doubts about whether that information is reliable or not. This leads to a need for “real” information. What about traditional Chinese dessert industry? There are many different categories along with healthy paste, snow ice, cakes and dumplings and more. It is different from other kinds of western dessert like cakes or ice cream. The methods of how they preserve the freshest ingredients to cook the Chinese desserts that taste the best. I personally feel that traditional chinese desserts taste the best when they use those old fashioned methods to cook from scratch. What role does Mei Heong Yuen dessert plays in the traditional chinese dessert industry? There’s no doubt that was just a small shop in the industry. While it is heritage brand in Singapore, I’m not exaggerating when I said that Mei Heong Yuen dessert is synonymous with Singaporean taste. 22
As mentioned just now, Mei Heong Yuen desserts synonymous with Singaporean taste. Why do you think they are successful in Singapore since it’s just a small family business? One big reason is that Mei Heong Yuen dessert has retained its loyalty customers and the bosses have wide network. I’ve got to know about Mei Heong Yuen because I have an unusually close connection with the bosses. Let me ask you one more question, when do you become so interested in traditional chinese dessert? Traditional Chinese dessert enables me to see it, feel it, eat it and experience it myself. I think that kind of experience is very unique and this nostalgic feeling can’t get it anywhere else.
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LINEUP Mei Heong Yuen dessert product line reflects years of continous effort by the ice shaver machine to diversify its brand.
Mei Heong Yuen techniques
The beginning history of Mei Heong Yuen dessert begins with peanut flavour of the healthy paste. Enduring the best-seller to this day, this classic flavour lead the groundwork of the brand growth. Mei Heong Yuen creates a name for itself with its own crafted recipe. As innovation is used in recent years, the year marked the debut of snow ice which added to the brand’s signature chendol flavours. The sweet treat is made by feeding blocks of frozen flavoured ice into a machine that shaves the block into thin smooth mouth-feel sheets that is reminiscent of fine powdered snow. This has proven Mei Heong Yuen dessert to win the best “Ice Kachang” category award in 2010. Moreover, Mei Heong Yuen dessert has stuck to its original vision by using minimal and natural ingredients.
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Mei Heong Yuen development
Healthy paste is still the mainstay of Mei Heong Yuen dessert but Mei Heong Yuen dessert has continued to expand and diversify its products in accordance with trend in the dessert industry. In the 1990s, there is an emerging mindfulness Beyond Mei Heong Yuen dessert basics about eating habits. Ever attuned to the changing of dessert culture, Mei Heong Yuen dessert rolled out Mango Pomelo Sago as their special dessert. All the while, Mei Heong Yuen takes further steps to broaden their flavour spectrum, to keep developing new flavours.
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USER COMMENTS We sat down together with six dessert lovers to hear about what they have experienced in Mei Heong Yuen dessert. Goh Jia Jin
Video Specialist
Goh was working as a video specialist. His perception of chinese dessert has changed when he went to have a drink with colleagues at Mei Heong Yuen dessert after a long day of filming at Chinatown. “I’m not a fanatic on Chinese dessert but they do serve quality texture, it was smooth and thick especially the peanut paste. At first when having the first look, I think it’s quite normal but after the first mouth, the temperature and taste of the dessert are just great! My colleagues and I are satisfied with it and we will wish to go back again. ”
Belsher Thay HR Assistant
When Thay is with her friends, she usually eats dessert and she will visit into any dessert café that she feels that the café offers relaxing environment for her and her friends to sit down and chat. While she has gone to different dessert café, she says none have stuck with her like she has dropped by at Mei Heong Yuen. “I went with my friends during one of the weekends, and as it happened, I spotted Mei Heong Yuen.” Thay said. “To be honest, I didn’t bother to go in at first.” But when I was about to leave, I completely changed my mind. “What I liked the most is actually the environment that I feel relax when music played to my ears and the spacious space with sunlight that pouring in. We enjoyed the whole
experience. ”
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USER’S COMMENTS
Elynn See
HR Executive
Elynn does not know anything about Mei Heong Yuen dessert until her parents told her about it. “My parents have been sharing their experience to me about Mei Heong Yuen dessert. It is one of their favourite spots to eat at ever since I was young. My mother even knows one of the lady bosses and she used to be one of her employees at the previous company. She feels that the boss is genuine and has sincere attitude towards taking over her father’s business. ” During our off days, I will bring my parents to Mei Heong Yuen dessert despite of the inconvenience on the location. “The dessert really never fails to disappoint me, it really has flavourful taste.”
Jessie Wang
Piano Teacher
Jessie is from China but she has been staying in Singapore for many years. “I got to know about Mei Heong Yuen dessert because of my grandfather who asked me to pack the dessert for him. That’s when I start to wonder why I need to travel so far and just to pack dessert for him. I believe there is a reason to it so I return back to the cafe to try it out before Chinese New Year. To my astonishment, the dessert has excellent consistency. The sweetness is just right and the ingredients are simple enough. This explains why my grandfather wants me to travel and just to get this paste. It has unforgettable taste and dessert experience. ”
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Hew Bork Hang
Engineering intern
Hew is from Malaysia and he is Cantonese. “I come across an article that featured Mei Heong Yuen dessert in newspaper. What really catch my attention is that the author mentioned that visiting Mei Heong Yuen dessert will experience in rich traditional Cantonese culture. I have relatives who tell me that the dessert in Malaysia has large portion but rather have artificial ingredients. She said Mei Heong Yuen dessert really uses fresh ingredients and it intrigues you to try and experience their culture. I went to the café and indeed as what she mentions; I experience the Cantoneses culture which is similar to my hometown in Malaysia. The taste and portion is just right. ”
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USER’S COMMENTS
Lye Chiew Shuan
Hotel Lead Supervisor
Lye works at irregular shift in the hotel industry. “I will never forget this memorable incident. There was a night when I feel hungry but almost all the shop close. I walk along the street to search for food. Then I happen to realise this café is still open. I order walnut paste and indeed, the hot walnut paste really fills up my stomach. As I suppose to make transaction, I forget that my wallet left at my workplace. Never did I expect that the lady who is the owner of the café said that she will treat me. Her action warms my heart.”
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“Most of our childhood is stored not in photos, but in certain tins, lights of day, taste, colours.�
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BRAND STORY
Setting up dessert artisan cafĂŠ since 1950, Mei Heong Yuen is a sub brand that is located comfortably in the vibrant and bustling Chinatown where nostalgic flashbacks to precious moments. Since then, we have continued to create new values through our evolving infrastructure. We are an emotional brand that aims to stay connected with everyone and bring happiness into their lives. Experience the Singapore chinese dessert in an artisan cafĂŠ at every locations, be surrounded by nostalgic elements to trigger the timeless moments in everyone, especially to the young adults.
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BRAND MANIFESTO
What matters to us, Mei Heong Yuen dessert
1st: Integrity We promise on what we can deliver. No empty promises. We make full hearted promises and we uphold our own beliefs. 2nd: Relationship We are all equal in community. Your concern matters. We stand by you. 3rd: Authenticity To us, it means honesty to our business. We want to be us and we let you be you. 4th: Future mindedness We keep ourselves at pace with what’s happening now and next, so we can keep you at ease. Our goal is to get in touch with you in online conversations too. 5th: Excellence We want to be top dog in the realm of little traditional Chinese dessert shop. We want to give you our best with quality taste of dessert that attracts your attention.
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BRAND VISION Mei Heong Yuen seeks to promote distinct experience through quality taste, with comfy space in every stores.
BRAND MISSION Striving to expand the business with honesty, to craft recipes with authentic taste for all.
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Photographer Peter Hershey 40
MOVEABLE TREATS To people who travel to Singapore Chinatown for chinese dessert, dessert is about more than quenching thirst. Traditional chinese dessert is the avenue to more fully experiencing a Cantonese culture.
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A PROMISE TO ALL “Our authentic signature will leave you cravings for more.”
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Freshly made desserts with different added flavours will let you feel rejuvenate. In Singapore, Mei Heong Yuen is one of the first few to bring in Taiwanese snow ice. The brand expanded their icy desserts by adding their ultimate snow ice from Taiwan. We added in many different flavours for the snow ice to satisfy your cravings after your heavy meals. Also, you will have more options to choose from without getting bored of it.
When you are feeling stressed, you may like to indulge in Mei Heong Yuen dessert. As there is a quote that say, “Stressed is just desserts,spelt backwards�.
A PROMISE TO ALL
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BRAND ARCHETYPES
“The everyman� archetype
The desire to be part of the group. To stay connected and treated equally in the community. The identity of the senses that we are all gifted with from the sight,taste and smell that can stay connected with. We appreciate quality in our product and approach to have friendly image and believe in engaging with customers will foster closer relationship. Mei Heong Yuen promises a sense of belonging.
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BRAND ARCHETYPE
“Fundamentally, branding is a profound manifestation of the human condition; belonging to a tribe, to a religion, to a family. Branding demonstrates that sense of belonging.� - Wally Olins.
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Our names are the identity.
The identity that differentiate us from others.
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LOGO DESIGN NEW BRAND LOGO
To retain some of its elements such as peanut as the element is value-added to the cafe. The peanut has its rich history to the business. Prominent shape distinguishes its uniqueness and stay relevant to the consumers so that they can remember it easily. Consumers will eventually be able to understand why the peanut shape is included to the logo. We do not want to change too much for the logo. This logo is mostly used in packaging and marketing collaterals but may be vary in colour and size depending on the product.
COLOUR PALETTE
R: 228 G: 180 B: 127
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C: 10 M: 30 Y: 55 K: 0
LOGO DESIGN
Hex: e4b47f
R: 255 C: 0 G: 255 M: 0 B: 255 Y: 0 K: 0
Hex: ffffff
R: 0 C: 75 Hex: 000000 G: 0 M: 68 B: 0 Y: 67 K: 90
A new logo has been modified to plain colours like brown and white that reveals Mei Heong Yuen’s personality, be simple and down to earth.
Brown: White:
Warmth, honesty Purity, Cleanliness and faith
TYPE PALETTE
Pristina Regular
Pristina Bold 腾祥铁山楷书简 腾祥铁山楷书简 Improving on its English typeface as it is not easily readable by the target market. Calligraphy typeface is used for both English and Chinese to show its authenticity which is particularly used in artisan café industry. The chinese calligraphy used in simplified chinese which appeals more modern to young adults.
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COME TASTE THE DIFFERENCE
“Come taste the difference� tagline symbolize the best taste of the traditional chinese dessert to attract family and friends to come together for a sweet treat. Mei Heong Yuen dessert promise to deliver authentic flavours without adding onto any artificial ingredients. We hope to be different by serving the unique taste to the consumers. To provide warm services, affordable prices and nostalgic experience that makes a difference to customers. We are a heritage brand that truly wish to deepen further engagement with you, especially young adults.
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COME TASTE THE DIFFERENCE
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DESIGN OF PACKAGING
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Mei Heong Yuen is a rebrand established dessert cafe in Singapore who does their cooking the good old Chinese way. In order to appeal to urban young adults, they provide swift delivery door to door via online orders. We have created and designed a new packaging for everyone to know about the accessibility of the locations and can be contacted through social media. Hence, the packaging design must fill the needs of transportation, while being flexible adjusting to the constant update of new products. Due to the restriction of budget and brand image, the selection of material and printing were chosen precisely. The design of the packaging should go simple.
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Cap Sticker
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DESIGN OF THE PACKAGING
Tissue
M.H.Y - Mei Heong Yuen Paper bag
Left Side view
Right Side view
Back view 55
MARKETING COLLATERALS
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MARKETING COLLATERALS
CLEAR CHANNEL
We want to communicate effectively and stay relevant to you through advertising. The emphasis will be to use attractive images to create connection, selecting the appropriate font type to marketing collaterals that reach out to the public and the public are able to get information easily. We will like to create simple and clean in our design so that you will be able to aware it immediately.
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ONLINE WEBSITE
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ONLINE WEBSITE
The rate of technology advancement is increasing with time. We will like to keep ourselves in the pace and create easier medium to navigate through desktops or mobile devices. With such platform, it will be easier to retrieve information and improve communication. When we design our website, we have taken into considerations of user friendliness and simple interfaces. Besides that, to ensure that it is a visible view for everyone too. Therefore, with an effective website design that will enhance user experience, we ensure the layout is consistent. Finding the balance between what is the most important to communicate at the top to highlight the key messages. Also, adding hyperlink in different colored section to make sure that it is easily identifiable.
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INNER SPACE Mei Heong Yuen’s new cafe made and served fresh in their desserts. Thus, there will be a featuring of old school music at the background to create the mood for it. Mei Heong Yuen’s key mission: to create a world where people can engage and communicate with each other. Also, to create a contemporary experience with traditional elements where evokes nostalgic memories. It is a beautiful designed common area perfect for gathering with families and friends at a cozy space.
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INNER SPACE
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Mei Heong Yuen dessert shares a consistent theme in all locations with nostalgic elements such as desks and chairs, old school biscuits and sweets, child rides. We are designed to suit the local characteristics to emphasize their history.
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INNER SPACE
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“In today’s world, it is almost impossible to run traditional chinese dessert shop without a passion for it. Even I know Michelin-star chefs have trouble opening a second or third restaurant that’s more mainstream friendly. Without passion, it would have been impossible for me to survive as the owner for Mei Heong Yuen dessert for the past 40 years. For me, to be able to personally greet lunch and dinner customers, to take precious ingredients produced in utter scarcity each year and craft them into dishes and to manifest the principles of true fine dishes- I consider it all an immense fortune.” Clara Lee
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SUNSHINE OR RAIN
Discover the most suitable desserts Mei Heong Yuen serves the right temperature of desserts at different seasons. We will be introducing more hot flavours of desserts during the rainy season and more cold flavours of desserts in the humid weather to suit everyone’s needs.
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SUNSHINE OR RAIN
There is no better way to bring people together with desserts. Wtih accessible locations and great ambience, would you like to visit chinese dessert shop?
Dessert brings happiness for everyone.
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“To be in your children’s memories tomorrow, you have to be in their lives today” - Babara Johnson
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REFERENCES Books The Pioneer behind the popularization of quality dining Michelin Guide has long been regarded as the bible of culinary travel. Restaurants that earn the coveted three star rating become a must visit destinations for enthusiast gourmands. The enduring authority of the Michelin guide, peerless in the restaurant industry. Most restaurant review are written up by food related magazines, associations or brands. Opinion from Franck mentioned that the Michelin Guide doesn’t see itself as trendsetter so much as recognizing young chefs who have come into their own. Author: Eunsung Park
Publisher: Michelin Books
Page Count: 17
Line up about Haagen Daz Haagen Daz is one of the brand of ice cream that first appeared in the Bronx, New York in 1961. Mr. and Mrs. Mattus sought to expand the consumer base. To appeal to a wider palate, they increased the butterfat content and removed all preservatives, releasing three basic flavors: vanilla, chocolate and coffee. They also charged a much higher price, directly targeting more sophisticated customers. As the company grew, it developed distinctive plastic lids and colored packaging and launched a marketing campaign that conveyed an image of indulgence, and thus succeeded in expanding its market from children to adults. “In the 1990s (the first time I encountered Häagen-Dazs), they were like the Armani of ice cream,” says one customer. Author: Taehyuk Choi
Publisher: Haagen Daz
Page Count: 19
Photos Introduction
User Opinion
Links
Credit : Kitchen-Lionello Delpiccolo (unsplash)
Credit : Goh Jia Jin Belsher Thay See Jia Jia Jessie Wang Hew Bork Hang Lye Chiew Shuan
www.google.com.sg www.stocksnap.to www.flickr.com www.instagram.com
MBS: Chuttersnap Dessert bowl: The tasty bite Interview: Seth Lui 74
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This is an ad- free publication offering an independent perspective on heritage brand from around the local.
Mei Heong Yuen Guide Conceived in Singapore in 1950 by Mei Heong Yuen to encourage savouring the traditional dessert moment. Preserving the tradition while inspiring the young consumers and providing a consistent point for communal dining of all backgrounds.
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