I grew up eating bak chor mee — the soup kind with dumplings, not the dry one with mushrooms and meatballs.
This style was introduced to me by my dad, who grew up in Chai Chee. So every bowl carries a piece of memory and warmth for me.
One of my favourite stalls today is at 58 Bedok South Market.
And while queueing recently, I realised why I liked its branding as much as its food.
It’s called “Old Chai Chee” Minced Meat Noodle. The signage is simple.
The colourful chicken bowl motif instantly reminds you of another era.
Nothing fancy, nothing over-designed — yet so recognisable and easy to remember.
That, to me, hits the nail on branding.
The name reminds people of its origin and unique style. It taps into nostalgia. And it does so without trying too hard.
Interestingly, there’s another stall that sells the same style of bak chor mee — Famous Eunos Bak Chor Mee.
Image source: https://www.instagram.com/famouseunosbakchormee/
This brand has taken a slightly different approach.
Their use of old hawker-style illustrations paired with a deep magenta gives it a modern touch, making it stand out while still feeling rooted in tradition.
Both are strong examples of branding done well. But they also show the same trade-off: anchoring your brand to a place can be powerful, but it’s not something you can truly own. Chai Chee and Eunos are names many can use — they belong to the collective.
And here’s the other reminder: branding is not just the name.
It’s the other cues that help people remember you — the chicken bowl, the nostalgic illustrations, the choice of colours. These visual anchors reinforce memorability even if the name is not uniquely yours.
Most of all, I believe branding needs to be appropriate. When we worked on branding projects for Chien Chi Tow and King Grouper — both with strong heartland followings — it was important that the new brand didn’t alienate existing customers. The brand had to carry forward the trust and heritage people already loved, while also telling a unique story that feels relevant to the younger crowd.
That’s the balance. Branding doesn’t need to be fancy.
It needs to be honest, appropriate, and memorable — meaningful to the people you serve, both old and new.