Rebranding Goal: Offering affordable local cuisine, Encik Tan fosters a sense of belonging and inclusivity within a broader understanding of Malay and Chinese/Peranakan culture. While perceived as a welcoming and budget-friendly hawker-style restaurant in a mall, there is a desire to enhance its overall presentation by incorporating more cohesive elements of Peranakan style. This includes a more inclusive interior design and a modern, refined logo to appeal to individuals from all backgrounds.
Implement a comprehensive rebranding strategy, infusing Peranakan elements into packaging, logo, interior design, menu, color scheme, and social media. This cohesive approach aims to enhance brand appeal, attract a wider audience, especially young adults and tourists, addressing last-minute needs while expanding the customer base.
Observing Problems
Encik Tan's inconsistent branding, poor service, and outdated appeal pose challenges
01 Inconsistency
The interior design, including the color scheme, logo, and social media presence, lacks consistency and fails to capitalize on the distinctive Peranakan nature. The use of wavy lines on social media appears disorganized and haphazard. The incorporation of lime green is inappropriate for the brand, giving it a cheap and unkempt appearance. Furthermore, the logo's mascot appears inexpensive and lacks cohesion, failing to accurately reflect the essence of the Peranakan culture.
02 Last-Minute Resort Situation
While Encik Tan may offer affordability and convenience, it is often perceived as a last-minute option when other places are crowded. This is primarily attributed to its lack of a strong and cohesive concept, resulting in inconsistency and management issues such as poor service. Younger adults may not find it appealing, as the demographic of the establishment is predominantly seniors.
