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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


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Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

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