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Five & Dime designed by Bravo

Logo design and print by Bravo Company for Singapore cafe and restaurant Five & Dime

Five & Dime is a new restaurant and cafe located on River Valley Road, Singapore. Their identity, designed by Bravo takes the theme of American 5 or 10 cent stores and crafts a diverse portfolio of brand assets and an affordable product line.

Logo design by Bravo Company for Five & Dime

The circular coin form plays a key role across this identity. Set at the heart of the logo-type and reflected across the printed collateral it suitably reinforces the name in communicating an affordable proposition while also functioning well as a plate, a literal idea that neatly resolves the simplicity of the dinning experience.

The typography is clear and well executed with a nice sense of depth and an underlying 60’s diner sensibility without being saturated in nostalgia or overly trend based. The alignment of the horizontal lock-up feels a touch awkward as the circle makes it clear the Five and Dime are not equally balanced, this could have been left out as the coin/plate concept is more appropriately communicated elsewhere. This is a relatively minor issue when looking at the stacked version and the consistency of the printed applications.

The accompanying and contrasting script utilised across the tote bag looks great and delivers a welcoming and conversational tone to the brand experience. A simple black and white colour palette is practical and affordable complimenting the design work and delivering a sense of quality without appearing inaccessible.

Logo design by Bravo Company for Five & Dime

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Logo design and business card by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and business card by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and coasters by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and signage by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and exterior signage by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and print by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and print by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and print by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and menu by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and menu by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and stationery by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo design and screen printed tote bag by Bravo Company for Singapore cafe and restaurant Five & Dime

Logo as a stitched shirt detail designed by Bravo Company for Singapore cafe and restaurant Five & Dime

More brand identity work by Bravo:

Multicourse designed by Bravo Company  Logo - Chain Reaction Project  Logo - Podi


  • http://thelifeofrhy.wordpress.com ratavosi1990

    I love the logo and setting in the photographs, looks really neat and straight to the point !
    Really caught my eye whilst browsing – Love it !

  • http://www.kostandinos.com Kostandinos

    Great set! Love that you were able to show so many different usages. Thanks!

    • http://bpando.wordpress.com Richard Baird

      Glad you like the post Kostandinos, I think the idea of merchandise as part of a restaurant identity really works here.

  • http://kimsimard.wordpress.com kimsimard

    It works because it’s simple. Perfect

  • http://byxayli.wordpress.com XayLi Barclay

    Love it! Simple but effective!