Keef the Beef
Rebranding a new and elevated Keef the Beef, set within a charming black and white colonial house in Rochester Park, Singapore. This project was a collaborative effort with FARM, who handled the interior design.
The rebranding of Keef the Beef centers on the restaurant being a “House of Light.” Just as light illuminates and warms, Keef seeks to nourish not only the body but also the mind and soul.
The Challenge:
Redesigning Keef the Beef's brand, with a goose icon chosen when Keef the Beef was born in the midst of the COVID lockdown, was the challenge. Our objective was to seamlessly weave this element into a revitalised identity for a steakhouse. With future plans to pivot into a michelin star restaurant.
To achieve this, we crafted a symbol of rejuvenation: a flying goose symbol that embodies the essence of new beginnings. Our aim was to propel the new brand to great heights. Skilfully integrating subtle references to the old goose throughout the establishment, we created an engaging "wild goose chase" for our loyal patrons.
Guided by the owners' Christian values and their desire to cultivate an inviting environment of happiness and unity, my colleague Wenxin and I envisioned the restaurant as an embodiment of positivity—a House of Light. This concept elegantly merged its spiritual significance with the fire used in the steak preparation.
A series of accompanying secondary graphics were created, inspired by the (technique) charring of the meat and (subject) marbling texture of the meat.
Jules Colossal is the main typeface for Keef the Beef. The font reflects the last of the late 18th century and was inspired by several plates from a Portuguese calligrapher named Antonio Jacintho de Araujo.
Located in the picturesque Rochester Park, Keef the Beef stands proudly within a charming black and white colonial house. This delightful establishment offers a unique dining experience for those seeking a place to both savour delectable cuisine and unwind in a tranquil ambiance.
As you step into Keef the Beef, you are greeted by the warm and inviting atmosphere that permeates every corner of the restaurant. The tasteful interior design pays homage to the colonial heritage of the house, showcasing a fusion of modern style and timeless elegance. The carefully selected furnishings and soothing colour palette create an environment conducive to relaxation and indulgence.
Beyond its culinary offerings, Keef the Beef is also a place of relaxation and escape from the hustle and bustle of everyday life. The serene outdoor seating area provides a tranquil oasis where you can unwind, enjoy your meal, and connect with nature. It is the perfect spot to gather with friends and loved ones or simply to bask in solitude while savoring the delicious fare.
Whether you are seeking a memorable dining experience, a refreshing drink at the bar, or a cozy nook to catch up on some work, Keef the Beef offers it all. Step into this hidden gem nestled within Rochester Park and allow yourself to be transported to a world of culinary delights and tranquility. Keef the Beef is truly a place where gastronomy meets relaxation, creating an experience that is simply unparalleled.
Brand Rebekah Lee & Wenxin Oh
Interior FARM