AMERICALAH, a popup event meant to promote Singapore heritage, culture, and food while
making it accessible and relatable to an American audience.
The main feature of this event would be the main dining area, fashioned like an oldschool all-
American style diner, complete with Americanlike branding, interior design, and collaterals. The
American style diner, complete with Americanlike branding, interior design, and collaterals. The
cuisine served would be purely Singaporean food, but made to look, feel, and bleed “American-
ness”.
ness”.
Other features of popup event could include icecream uncles with bicycle carts selling
American ice cream flavours, outdoor dining area reminiscent of kopitiams (think Lau Pa Sat
outdoor area Satay Club, etc). Information desk to facilitate enquiries, and extension of desk
where people could book their tickets to Singapore if they wanted to. Kopitiamstyle stalls selling
American food to those ppl who do not like SG food?
Food would be deconstructed to its bare, minimum ingredients, and rebuilt in an American way.
Idea for visuals modern twist to vintage Americanstyle diner graphics.
90’s American graphics. Red, white, blue. Illustrated food. Laid out ingredients etc.
PROPOSED OUTCOMES Poster, motion graphic ad spot, illustrations, menu and recipe card
design
VISUAL STYLE
Vintage american?
Modern?
Something that combines America and Singapore, a common visual identity
Target Audience: 18 35
lay out ingredients to give audience a “taste” of whats inside without spoiling the experience.
POSTER
MENU BOOK
